JCDecaux has lifted the lid on one of the largest Digital Large Format screens in the Southern Hemisphere, the JCDecaux ICON.
Located in Melbourne’s St Kilda Junction, JCDecaux ICON features four digital screens integrated into luxury apartment buildings. Offering a prime location, JCDecaux ICON exposes advertisers to diverse audiences, from city commuters to residents.
The site also includes additional Classic Large Format sites, and are being offered as one complete precinct, sold fortnightly. The site is opening with launch partner, BMW.
The ICON joins a lineup of flagship JCDecaux sites, including Young & Jackson and White Street Gantry in Melbourne, The Continental in Auckland, and Aspire in Sydney CBD.
Steve O’Connor, chief executive officer, JCDecaux Australia and New Zealand, said JCDecaux ICON would be “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. 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.”
JCDecaux’s national product director – large format, Sam Noble said the site was a combination of “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.”
Alex McLean, general manager, marketing at BMW Australia, said BMW was “excited to partner with JCDecaux and take advantage of an iconic and high traffic junction in Melbourne.”
“Out-of-home is a powerful channel to engage with a relevant audience. 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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