Leading Out-of-Home media company JCDecaux Australia has partnered with Universal Pictures Australia on behalf of Warner Bros., and Essence Mediacom, to launch ‘Paint Australia Barbie Pink!’, a captivating campaign designed to transform the nation into a vibrant and unforgettable celebration of Barbie, the biggest and pinkest movie event of the year.
Max Eburne, Chief Commercial Officer, JCDecaux Australia said: “The new Barbie film promises to be a must-see moment of pop culture. 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. The film is a visual feast, and Out-of-Home 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."
With a carefully curated selection of engaging and impactful 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 campaign is set to create a spectacle of fun and entertainment.
Sixty five percent of Australian women* yearn for more time to indulge in moments for themselves. Recognising this desire, the Barbie campaign aims to provide an impactful theatrical experience that captures the hearts of females of all ages.
Of the partnership, Yasmin Cullum, Marketplace Associate Director from Essence said, "Out- of-Home is critical to generate enough excitement to drive audiences to the cinema for this iconic pop culture moment. 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!"
The campaign is running now until 30th July.
ENDS
About JCDecaux
JCDecaux is the number one out-of-home media company worldwide, with more than 1 million advertising panels in more than 80 countries and more than 13,000 employees. Incorporated in 1964 in France, JCDecaux was listed on the Paris Stock Exchange in 2001. JCDecaux has been providing high quality, architecturally designed street furniture in Australia since 1997. Its Australian and New Zealand businesses includes 40,000 assets spanning airports, rail, transit, static and digital billboards.
Key figures
2022 revenue: €3,317m (a)
N°1 Out-of-Home Media company worldwide
A daily audience of more than 850 million people in more than 80 countries
957,706 advertising panels worldwide
·Present in 3,518 cities with more than 10,000 inhabitants
10,720 employees
JCDecaux is listed on the Eurolist of Euronext Paris and is part of the Euronext 100 and Euronext Family Business indexes
JCDecaux is recognised for its extra-financial performance in the FTSE4Good (3.6/5), CDP (A Leadership), MSCI (AA) and has achieved Platinum Medal status from EcoVadis
1st Out-of-Home Media company to join the RE100 (committed to 100% renewable energy)
Leader in self-service bike rental scheme: pioneer in eco-friendly mobility
N°1 worldwide in street furniture (530,143 advertising panels)
N°1 worldwide in transport advertising with 154 airports and 215 contracts in metros, buses, trains and tramways (340,753 advertising panels)
N°1 in Europe for billboards (72,611 advertising panels)
N°1 in outdoor advertising in Europe (596,831 advertising panels)
N°1 in outdoor advertising in Asia-Pacific (232,268 advertising panels)
N°1 in outdoor advertising in Latin America (64,893 advertising panels)
N°1 in outdoor advertising in Africa (20,808 advertising panels)
N°1 in outdoor advertising in the Middle East (14,177 advertising panels)