AUCKLAND, Today: LUMO’s new motion-enabled digital out-of-home format, Subtle, is now live across six screens in Auckland’s CBD and city fringe, giving brands a fresh new way to show up on the street.
The rollout marks a first for New Zealand, with the country’s first roadside digital OOH screens approved for motion after a two-year process.
The six sites are LUMO-Anzac, LUMO-Beach, LUMO-Ports, LUMO-Ponsonby, LUMO-Sturdee and LUMO-Victoria Park.
Launch advertisers include Goodman Fielder, Electricity Authority, Sanitarium, 2degrees, Cardrona & Treble Cone, and programmatic DOOH partner Perion.
The first wave of campaigns covers everything from ski season and power comparison to cereal, bread and olive oil, showing the flexibility of the format across categories.
“We’re excited to see Cardrona and Treble Cone step into a new era of out-of-home,” says RealNZ GM Marketing, Sarah Bartholomew. “It gives us the opportunity to push our creative thinking – to be bolder, fresher, and more distinctive, as we head into an epic winter season.”
“We saw LUMO Subtle as a really creative and disruptive way to cut through in a crowded environment.” – Kim Clark, Weet-Bix Marketing
Kim Clark, Weet-Bix Marketing adds, “We saw LUMO Subtle as a really creative and disruptive way to cut through in a crowded environment.
“For Weet-Bix Bites, it allowed us to grab attention and bring our creative to life beyond traditional static, while staying true to the idea already playing out across our other media touchpoints. It’s a powerful format that extends the campaign in a way that feels dynamic, cohesive, and genuinely attention-grabbing.”
LUMO says the format opens up new ground for brands, sitting somewhere between static and full video, while giving agencies another creative tool for roadside campaigns.
Launch partners including Together, MBM, PHD and OMD have helped introduce the format to market, as agencies look for new ways to bring more movement and cut-through to outdoor.
“Together jumped on the chance to use the new LUMO Subtle technology for Goodman Fielder and RealNZ. We know how much effort LUMO has put into developing this format.
“It’s a prime example of how working together with councils and industry partners can push outdoor advertising into exciting new territory.
“Bringing Subtle motion to LUMO screens is a game-changer. Clients are always on the lookout for something fresh, impactful, and genuinely different, and Subtle checks all those boxes.” – Ste Buck, Group Business Director at LUMO
“Supporting these kinds of innovations is crucial for our clients, and it’s thrilling for the industry to finally see subtle motion available. We can’t wait to see how this space grows and the new opportunities it brings,” says Emma McMahon, Planning and Investment Director at Together.
Ste Buck, Group Business Director at LUMO shares, “Bringing Subtle motion to LUMO screens is a gamechanger. Clients are always on the lookout for something fresh, impactful, and genuinely different, and Subtle checks all those boxes. Our launch partners have set a high standard, and I’m eager to see how the market evolves from here.”
Ash Houghton, VP Sales, Perion New Zealand adds, “LUMO has established itself as a leader in the DOOH space, and Subtle is a fantastic addition that helps brands make an even bigger impact.
“We’re proud to be the first programmatic partner to roll this out. With the Perion DSP, advertisers can now activate motion-enabled creative at scale.”
Stacey Gattsche, GM of Sales at LUMO says, “It’s been a busy and exciting few weeks bringing Subtle to market. What’s stood out most is how quickly clients and agency partners have leaned into this new layer of creative possibility, exploring new ways to use the medium.”
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