Lion takes over Sydney's World Square with Kirin Hyoketsu campaign via VMO
Kirin Hyoketsu's World Square takeover will feature prominently in the precinct throughout December.
Popular Japanese premix Kirin Hyoketsu, which is managed in Australia by beverage company Lion, has launched a takeover activation at World Square in Sydney.
The activation, created by UM Australia, is the first to use Val Morgan Outdoor's (VMO), new "domination" assets at the CBD site.
VMO, the digital-out-of-home arm of Val Morgan Group, has incorporated floor, wall, and ceiling decals, column wraps, full branding of World Square's distinguished "Dragon Stairs" (beneath the dragon's tail), and digital placements across VMO's expansive large-format screens in the centre.
The site enables advertisers to take full advantage of the World Square site, which receives an annual footfall of 20 million visitors. The retail and urban hub features 100 retailers, luxury residential buildings, a hotel and office towers.
Annalisa Sgambati, marketing manager at World Square, vouched for the advantage that VMO offers advertisers in meeting consumers as they "seamlessly transition from casual onlookers to committed shoppers, fully immersed in the shopping experience."
Sgambati continued, "VMO has been at the forefront of providing brands with access to the centre, and together, we strategically position dynamic content in high-traffic areas to nurture robust and enduring brand connections.
The leading media trade publication in Australia.
Get our top stories straight to your inbox daily by signing up to our Newsletter
"Our collective goal is to amplify brand impact and craft meaningful and memorable consumer experiences.”
Paul Butler, managing director of VMO, said the site would enabled brands to "deeply connect" with consumers in the heart of Sydney's CBD. "Our partners can now bring their campaigns to life across this immersive takeover unlike ever before. It also reflects our commitment to enhancing our solutions and offering creative and compelling opportunities that deliver results for our clients."
Clare Tsubono, Australia and New Zealand media lead at Lion, said, "Through a blend of high-impact digital screens and ambient decals and assets, Kirin Hyoketsu is truly taking over and owning the World Square location – one of Sydney’s largest retail and business hubs.”
