V Energy Drink this week launches a special campaign during the Sydney Gay and Lesbian Mardi Gras with an Australian first out-of-home execution by JCDecaux that offers passers-by the opportunity to make themselves a little more fabulous.
“The fabulous hit that improves you a bit” campaign will also feature V Energy Drink’s limited edition rainbow can, specifically created for Mardi Gras. In addition to the photobooth panel, V Energy Drink’s rainbow can will also appear in a JCDecaux “spangley” panel with real rainbow coloured sequins to dazzle CBD pedestrians.
The interactive JCDecaux touchscreen has an inbuilt selfie camera, interactive digital screen and printer. It allows people to take photos and embrace the spirit of the event with filters and stickers, such as tiaras, feathers and big lips. Users can then print the photo directly from the screen or have it emailed to them where they can share the images via their social media channels.
The spangley panel features eight inbuilt fans so the sequins are constantly moving and shimmering for maximum effect. The rainbow sequins match the colours of the V Energy Drink can.
“The combination of a digital touchscreen linked to an instant printer is an Australian out-of-home and JCDecaux first and a compelling way for participants to receive instant value from interacting with a campaign. It’s a perfect way to engage people with V Energy Drink and the Mardi Gras celebration,” said Alan Klein, head of creative solutions, JCDecaux.
The campaign will run in Pitt Street Mall and Martin Place in Sydney’s CBD from February 28 until March 6.