AUSTRALIA PRINTED BARBIE PINK
Commuters travelling around the nation’s CBDs are enjoying a pink experience this week, as outdoor asset manager JCDecaux Australia has partnered with Universal Pictures Australia to launch Paint Australia Barbie Pink!
JC Decaux owns award-winning large format display print business GSP Print. The pink graphics are on bus shelters, pavements, and the sides of buses, as well as in specially chosen locations.
They are designed to promoted the new Barbie film, which the studio hopes will be a smash hit. “The new Barbie film promises to be a must-see moment of pop culture," said Max Eburne, chief commercial officer, JCDecaux Australia.
He said, "The national JCDecaux out-of-home campaign will captivate audiences of all ages, transporting them to a world of laughter, fashion, and imagination by showcasing the joy and excitement that Barbie brings to the big screen.”
Suzanne Stretton-Brown, marketing director of Universal Pictures Australia, said the out-of-home campaign with JCDecaux plays an integral role in promoting Barbie.
"Our ambition was to disrupt the Australian winter by spreading Barbie summer joy and painting the town pink," she said.
"The film is a visual feast, and OOH is the perfect channel for replicating the visual spectacle and engaging core audiences. We created bespoke artwork specifically for the bus shelter immersion, which JCDecaux was instrumental in helping bring to life."
The campaign includes a curated selection of formats, including a bus shelter immersion in Sydney’s Bondi Junction and consecutive JCDecaux Cross Track panels at Town Hall station, national Transit Megasides, Digital Large Format and Smartframes.
The Barbie campaign aims to provide an impactful theatrical experience that captures the hearts of females of all ages.
Yasmin Cullum, marketplace associate director from Essence, said OOH is critical to generate enough excitement to drive audiences to the cinema.
"Through JCDecaux, we've been able to incorporate multiple touchpoints using a mix of formats, that invited our audience to step into a moment of joy and inside Barbie's wardrobe," said Cullum. The campaign is running until next Sunday.