JCDecaux ANZ has unveiled a major digital and experiential transformation of Melbourne’s Southern Cross Station, turning the city’s busiest transport hub into an entire media precinct.
The redevelopment marks the next stage in JCDecaux’s long-standing partnership with Southern Cross Station, which connects over 70 million passengers annually, and integrates large-format digital, premium small-format, and experiential assets across the precinct to maximise attention, engagement, and brand effectiveness.
On an average weekday 230,000 people including commuters, event-goers and tourists pass through the area.
“This marks the next phase in JCDecaux’s long-standing partnership with Southern Cross Station, a key part of Melbourne’s commercial and cultural landscape,” said Max Eburne, co-CEO, JCDecaux ANZ.
“We’ve designed every asset to maximise attention, engagement, and effectiveness. Whether it’s professionals commuting to work, fans heading to Marvel Stadium, or tourists discovering the city, our network is designed to drive deep engagement and brand memorability at every step.”
Southern Cross Station platform.
What does the transformation include?
• Five new Digital Large Format screens at key pedestrian and tram intersections, including the SkyBus gateway to Melbourne Airport.
• An upgrade of the station’s iconic The Clock to Melbourne’s first 3D anamorphic screen.
• 34 Smartframe panels from JCDecaux’s premium digital Small Format network, placed for high-frequency engagement.
• Five brand activation zones offering immersive experiences for brands, including product sampling, and experiential marketing opportunities in high-footfall areas.
Samsung’s fresh campaign
Samsung Electronics Australia, via Clemenger BBDO, is the first advertiser to activate across the upgraded precinct, launching a full-scale takeover for its new Galaxy Z series.
The campaign spans all Digital Large Format screens (with 3D creative on The Clock), the 34 Smartframe panels, and full station domination across concourse, platforms, and Bourke Street Bridge.
The activation extends beyond the station with a six-tram shelter immersion on Spencer Street and a JCDecaux UltraTram wrap.
The clock with 3D creative at Southern Cross Station in Melbourne.
Eric Chou, Vice President of Mobile eXperience at Samsung Australia, said: “Southern Cross Station’s iconic new environment offers the scale and quality we look for when delivering standout campaigns. It’s a powerful precinct that enables us to showcase our brand with clarity and consistency across key audience touchpoints.
“The high-impact formats and targeted placement align with how we want our campaign to be experienced: immersively, repeatedly, and at moments that matter.”
Eburne added that all assets support full-motion video, dynamic creative, programmatic trading, and JCDecaux’s JCD3D technology. “It’s a media environment built for outcomes, not just impressions,” he said.
The network runs on renewable energy, reinforcing JCDecaux’s commitment to sustainable, lower-emissions media solutions.