Southern Cross Station gets an anamorphic 3D digital billboard

JCDecaux has completed a major digital and experiential upgrade of Southern Cross Station, transforming the transport hub into an experiential media precinct.

Max Eburne, co-CEO of JCDecaux ANZ, says the project represents the next phase in the company’s long-standing partnership with Southern Cross Station, a key part of Melbourne’s commercial and cultural landscape, adding, “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.”

The upgrades include five new Digital Large Format screens positioned at key pedestrian and tram intersections, including the entry to the SkyBus coach terminal. The station’s well-known landmark, The Clock, has been upgraded to include a 3D anamorphic screen.

A further 34 Smartframe panels from JCDecaux’s premium digital Small Format network are now located throughout the station to deliver high-frequency engagement. Five new brand activation zones provide opportunities for experiential marketing, product sampling, and brand engagement in high-traffic areas.

Samsung Electronics Australia, in partnership with media agency Clemenger BBDO, is the first brand to execute a full-scale takeover of the new precinct for the launch of its Galaxy Z series. The campaign utilises all five new Digital Large Format screens, including 3D creative on The Clock, the 34 Smartframe panels, and full Station Takeovers across Bourke Street Bridge, concourse, and platform zones. Beyond the station, the campaign extends to a six-tram shelter installation on Spencer Street and a JCDecaux UltraTram wrap.

Eric Chou, Vice President of Mobile eXperience at Samsung Australia, says the new environment offers the scale and quality the company seeks for high-impact 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,” he said.

 “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,” adds Eburne, saying that all assets support full-motion video, dynamic creative, programmatic trading, and JCDecaux’s JCD3D technology for immersive 3D effects.

The new digital billboard network is powered by renewable energy, aligning with JCDecaux’s sustainability commitments.