Adshel targets millennials with #mycalvins station domination

23 March 2016

Media Agency: Frontier Advertising

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Commuters rejoice. You can now see a giant Justin Biebs in his underwear on your way to work.

Calvin Klein, through its media agency Frontier Australia, has extended its #mycalvins Spring 2016 global advertising campaign to Sydney train stations via Adshel Rail.

Following Adshel national street furniture placements and digital station dominations across Martin Place, Town Hall,Wynyard, Bondi Junction and Edgecliff train stations, the #mycalvins campaign has been extended to a complete "station domination" at Bondi Junction.

The campaign features photographs of celebrity influencers including Kendall Jenner, Abbey Lee Kershaw, Justin Bieber and Kendrick Lamar wearing Calvin Klein. As part of the campaign, these images are plastered throughout Bondi Junction train station.

A spokesperson from Frontier, Calvin Klein’s Australian media agency, says: “This campaign represents a shift from traditional advertising campaigns. With a strong use of millennial influencers, we wanted to be able to reach influential Australian millennials in the areas they interact with and travel through.

“The high-impact environment of Adshel’s station domination at Bondi Junction gave us the ability to do just that, providing the perfect platform to reach our target audience.”

Adshel’s sales and marketing director David Roddick says: “Adshel Rail is the perfect environment for premium advertisers like Calvin Klein to reach affluent, influential commuters. We are delighted to be supporting this ground-breaking global campaign through our national outdoor assets.”

The campaign is live at Bondi Junction until 4 April.

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