JCDecaux has created an out-of-home (OOH) lava lamp installation as part of an integrated campaign for energy retailer Momentum Energy.
The Get Happy campaign, which has launched across Victoria, includes a unique, custom-built lava lamp inside a Citylight panel, located at the high traffic tram shelter on St Kilda and Commercial Roads in Melbourne.
Commuters can pass the time waiting for the tram by watching the gently bubbling lava lamp in the special fit-out tram shelter. An accompanying tram shelter wrap and floor decal creates a special semi-immersive space for commuters.
Just on the other side of St Kilda Rd, another special build designed by JCDecaux’s Creative Solutions team includes a shelter wrap, and floor decal featuring an animated lenticular poster that looks like dancing legs when people pass by.
The campaign also features Melbourne’s first sequin-clad “Glam Tram”, a tram wrap featuring sparkly sections to offer a playful journey across the city.
The aim of the campaign for Momentum Energy is to help buoy Victorians’ spirits as they go about their day with a positive, fun and joyful campaign.
JCDecaux head of creative solutions, Ashley Taylor: “The lava lamp build was a first for our team, and an industry first, and it’s always fantastic to work on new ideas for positive, fun campaigns.
"Momentum Energy’s focus is really about making people feel good, so we looked at ways to really enhance the campaign and engage with audiences in a unique way. As people in Melbourne re-start their regular commute into and out of the city, this campaign aims to bring a little bit of brightness and positivity by encapsulating all things warm and fuzzy for Momentum.
"The purpose of our team is to work collaboratively with our clients to bring great ideas to life - the success of our team is only possible when our clients succeed, and this campaign is a really great example of this.”
Momentum Energy head of marketing Naomi Morton says the campaign was designed to connect with customers on a more emotional level.
“Even though every energy company sells pretty much the same thing, there’s a huge difference in how a company can make a customer feel about their choice,” Morton says.
“We want Victorians to feel good about us. Instead of rational messaging, we’ve taken a more emotional approach. We’re 100% Aussie owned and our parent company, Hydro Tasmania, generates more renewable power than any other business in Australia. You have to buy power, so why not choose a company that makes you feel happy?”
The lava lamp installation will wrap up on March 22.
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