JCDecaux unveils new digital site ‘akin to London’s Piccadilly Circus’
Out-of-home (OOH) agency JCDecaux has unveiled a new wrap-around site at Melbourne’s St Kilda Junction, making it one of the Southern Hemisphere’s largest digital large format screens.
JCDecaux ICON promises to offer exceptional brand exposure in the heart of Melbourne, with four digital screens seamlessly integrated into a new premier luxury apartment block. Two additional classic large format screens complement the new site.
The site will be offered as one complete precinct, sold fortnightly, for brands to create immersive and dynamic experiences to reach their OOH audiences.
“JCDecaux ICON is redefining out-of-home impact. This striking site is set to capture attention, offering advertisers a unique opportunity to reach a half a million people each fortnight,” said Steve O’Connor, chief executive at JCDecaux ANZ.
“Its sheer scale, combined with its strategic positioning at one of Melbourne’s busiest five-way intersections, renders it the most compelling location in Australia.”
Sam Noble, national product director – large format, at JCDecaux, added: “There is nothing like JCDecaux ICON in Australia, combining the master brand dominance of classic assets with over 700sqm of digital signage for flexible and dynamic messaging.
“It truly is iconic, akin to globally recognised sites like London’s Piccadilly Circus.”
The site launched with advertising from BMW, and the brand’s general manager of marketing, Alex McLean, said its excited to take advantage of the new spot.
“Out-of-home is a powerful channel to engage with a relevant audience,” he said. “This collaboration serves as a valuable platform to boost attention and educate audiences about the breadth of electric vehicles that BMW has available in Australia today, including the selected BMW models that offer incredible value, below the Luxury Car Tax threshold.”
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Lauren McNamara is a journalist at Mumbrella, covering the creative and PR beat. She joined in November 2022 as editorial assistant, after completing a Bachelor of Communications (Journalism) at UTS.
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