JCDecaux unveils digital network at Southern Cross Station

JCDecaux has completed an upgrade of Southern Cross Station by introducing a digital media network comprising premium screens and experiential zones for advertisers and commuters.

The initiative sees the integration of five new Digital Large Format screens positioned at key intersections throughout the station, including near the Melbourne Airport SkyBus coach terminal. These additions are intended to provide high engagement levels with commuters during periods of extended dwell time.

Among the highlights of the project is the transformation of Southern Cross Station's well-known landmark, The Clock, which has been enhanced to feature a 3D anamorphic screen, now the first of its kind in Melbourne. The upgraded precinct also features 34 Smartframe panels as part of JCDecaux's premium Small Format digital network, placed throughout the station to encourage frequent engagement with passing travellers.

The introduction of five new experiential brand activation zones within the station aims to facilitate face-to-face interactions between brands and consumers, allowing for a blend of digital and physical marketing opportunities in areas with high passenger foot traffic.

Samsung activation

Samsung Electronics Australia is the first company to take advantage of the full scope of the precinct's new features, launching an extensive campaign to support its latest Galaxy Z series. The activation spans all five Digital Large Format screens, including The Clock's new 3D display, all 34 Smartframe panels, and takeover displays on Bourke Street Bridge, station concourses and platforms. Beyond the station, the campaign extends to six tram shelters on Spencer Street and includes a JCDecaux UltraTram wrap.

Eric Chou, Vice President of Mobile eXperience at Samsung Australia, commented on the campaign's launch across the precinct:

"Southern Cross Station's iconic new environment offers the scale and quality we look for when delivering standout campaigns. It's a powerful precinct that enables us to showcase our brand with clarity and consistency across key audience touchpoints. The high-impact formats and targeted placement align with how we want our campaign to be experienced: immersively, repeatedly, and at moments that matter."

Operating with renewable energy

JCDecaux's updated network at Southern Cross Station operates exclusively on renewable energy. This supports the company's plans to reduce emissions and offer advertisers sustainable media solutions.

Max Eburne, Co-CEO at JCDecaux ANZ, addressed the significance of the redevelopment and the ongoing relationship with the station:

"This marks the next phase in JCDecaux's long-standing partnership with Southern Cross Station, a key part of Melbourne's commercial and cultural landscape. We've designed every asset to maximise attention, engagement, and effectiveness. Whether it's professionals commuting to work, fans heading to Marvel Stadium, or tourists discovering the city, our network is designed to drive deep engagement and brand memorability at every step."

Eburne further highlighted the technical capabilities of the network:

"All assets support full-motion video, dynamic creative, programmatic trading, and JCDecaux's JCD3D technology for immersive 3D effects. This opens up new creative territory for brands wanting to extend video storytelling into high-traffic, real-world environments with precision and consistency. It's a media environment built for outcomes, not just impressions."

Strategic location and audience reach

Southern Cross Station's location in central Melbourne contributes to its strategic importance as a media precinct. The station serves over 230,000 daily travellers on weekdays and facilitates more than 8,000 daily airport transfers. Its proximity to commercial and residential zones, as well as several major city attractions, increases its appeal as an advertising hub.

JCDecaux's redesign forms part of its broader strategy to enhance out-of-home advertising by merging digital capabilities with physical experiences. The media precinct at Southern Cross Station is designed to cater to advertisers seeking measurable engagement with a diverse, high-volume audience in one of Melbourne's most frequented locations.