Prime Video transforms Melbourne trams to celebrate new The Lord of the Rings series
Amazon Prime Video has transformed key Melbourne tram stops into the realms of Middle-earth in a new campaign created by Prime Video, Mediabrands Content Studios, Rufus powered by Initiative and JCDecaux.
The campaign runs from Tuesday 23 August to Monday 5 September ahead of Prime Video’s new highly anticipated series, The Lord of the Rings: The Rings of Power.
The immersive experience sees tram stops at High Street, Commercial Road, Union Street and Toorak Road transformed into the realms of Lindon, Rhovanion, Khazad-dûm and Númenor, with textures, scenery and motion activated music that brings tram goers into the realms.
Hushidar Kharas, head of Prime Video Australia and New Zealand said: “The Lord of The Rings: The Rings of Power is the epic story of J.R.R. Tolkien’s Second Age, following an ensemble cast of characters in a world beloved by many. We want to invite commuters in Melbourne to experience a journey through Middle-earth on the Melbourne trams before they dive in to the new series, premiering on Prime Video on September 2.
“We thank our partners Rufus powered by Initiative and JCDecaux for their support in bringing this to life.”
The campaign also includes full wraps on three trams, featuring character art, and is expected to reach more than 1.7 million people in Melbourne.
Max Eburne, chief commercial officer JCDecaux, said: “Collaborating with our partners on this Tram activation has been an incredible achievement. The activation provides a captivating experience for audiences enticing them into the new series, as well as delivering incredible reach for Prime Video.”
Rufus powered by Initiative business director, Sharyn Keller, said: “The opportunity to forge connections between two worlds was brought to life along this iconic Melbourne tram route, bringing new and existing fans along on an immersive journey to Middle-earth. The expansiveness of the various formats and the premium, multi-sensory elements of the design have come together to produce an extraordinary encounter for commuters, befitting a series of this magnitude. From conception to launch, it has taken a village, and we’re thrilled that audiences will finally have the chance to experience it.”
Trent Peppercorn, head of growth and creative services Mediabrands Content Studio said: “From inception to build, throughout the five month process, our creative team designed and crafted each tram stop as if it had risen straight from Middle-earth. The team collaboration between global counterparts and The Lord of the Rings: The Rings of Power Prime Video team to ensure the quality and craftsmanship was truly aligned to the show’s aesthetic is second to none. We are excited to see fans and new viewers enjoy these amazing takeovers, as this campaign unfolds.”
The Lord of the Rings: The Rings of Power is set to premiere on Prime Video on Friday 2 September, with new episodes available weekly.
Credits
Client: Prime Video
Mediabrands Content Studios
Rufus powered by Initiative
JCDecaux.
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topics
Amazon Prime Video
JCDecaux
Max Eburne
Mediabrands Content Studio
Prime Video
Rufus Powered by Initiative
Sharyn Keller
Trent Peppercorn
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