F.Y.I.

Kirin Hyoketsu, VMO and UM Australia dominate World Square with new activation

Kirin Hyoketsu, VMO and UM Australia have teamed up to launch a new “domination” activation in Sydney’s World Square.

The announcement:

VMO has announced the launch of a new domination activation within the renowned World Square in Sydney.

Lion’s Kirin Hyoketsu has partnered with VMO through UM Australia as one of the first launch partners of the new domination concept.

VMO’s World Square Domination provides advertisers with an unparalleled branding opportunity to dominate World Square. This new takeover allows brands to activate across a series of floor, wall, and ceiling decals, column wraps, full branding of World Square’s most iconic feature—the “Dragon Stairs” beneath its legendary dragon’s tail, and digital placements across all of VMO’s large-format screens in the centre.

World Square is a buzzing retail precinct and urban development that has it all; food, fashion, and entertainment. It comprises World Square Shopping with over 100 retailers, luxury residential buildings Hordern Towers and World Tower, as well as office towers 680 World Square and 50 Goulburn Street which collectively have over 55 commercial floors.

It is also home to Rydges World Square Hotel, which has 10 floors of hotel, restaurants, and commercial space.

It attracts 20 million consumer visits per year across a diverse scope of high-value audiences, from CBD workers and CALD (culturally and linguistically diverse) audiences to tourists, shoppers, and diners.

VMO collaborated closely with the World Square team to enhance and revamp the existing domination solution.

Annalisa Sgambati, marketing manager at World Square commented “VMO offers their clients a distinct advantage when it comes to advertising at World Square. Here, consumers seamlessly transition from casual onlookers to committed shoppers, fully immersed in the shopping experience.

VMO has been at the forefront of providing brands with access to the centre, and together, we strategically position dynamic content in high-traffic areas to nurture robust and enduring brand connections.

We share a common mission with the team at VMO; to unite and engage the vibrant shopping community at World Square with the brands and retailers they hold in high esteem. Our collective goal is to amplify brand impact and craft meaningful and memorable consumer experiences.”

Managing director of VMO Paul Butler added “This is an exciting collaboration with the team at World Square, enabling brands to deeply connect with consumers who frequent this busy location in the heart of Sydney CBD.

This new domination concept is a game-changer, as our partners can now bring their campaigns to life across this immersive takeover unlike ever before. It also reflects our commitment to enhancing our solutions and offering creative and compelling opportunities that deliver results for our clients.

We’re excited to have Lion’s Kirin Hyoketsu on board as one of our first partners to launch this revitalised concept to the market.”

Clare Tsubono, ANZ media lead, Lion added “The newly launched Kirin Hyoketsu is no doubt set to dominate Australia’s RTD market. That’s why partnering with VMO via a World Square Domination made perfect sense. Through a blend of high-impact digital screens and ambient decals and assets, Kirin Hyoketsu is truly taking over and owning the World Square location – one of Sydney’s largest retail and business hubs.”

The Kirin Hyoketsu World Square Domination campaign is live for the whole month of December.

Source: Val Morgan

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