Launch of Lumo’s Great Southern Lights Screen by Entain’s TAB
Entain’s TAB has officially launched the outstanding Lumo Great Southern Lights screen, designed specifically for the upcoming Cup Week starting on November 4.
Spanning an impressive 158.4 square meters, the screen is strategically positioned at the intersection of Great South Road and South Eastern Highway in Penrose, Auckland.
The innovative 3D creative developed by Entain’s TAB is designed to engage viewers with a straightforward message: “Get your bet on this Cup Week,” prominently displayed across both sides of the screen.
Kickoff for Cup Week
The Cup Week signifies a critical moment for TAB, aligning perfectly with the purpose of the Great Southern Lights screen.
This screen is designed to enhance major campaign moments—be it the launch or significant reveals—providing creative teams the flexibility to engage viewers effectively. The connected screens allow for dynamic storytelling that evolves as traffic flows, with 3D creative that extends beyond traditional limits.
According to knOOH data, the Great Southern Lights area garners approximately 2.2 million impressions weekly, attracting traffic from more than 3,000 nearby businesses and key attractions like Sylvia Park and Mount Smart Stadium. Its location along Great South Road further connects it to the CBD, the airport, and southern and eastern suburbs of Auckland.
During the launch week, Entain was part of a prestigious lineup that included AA Insurance, Kiwibank, One NZ, Resene, The Warehouse, Vistar Media, and Z Energy. Notably, Resene leveraged the screen for the debut of its new brand campaign, “Where Colour Lives,” while Kiwibank and Vistar Media were the pioneers of programmatic advertisements on this cutting-edge display.
Pushing the Boundaries of OOH Advertising
Georgia McNaught, Client Principal at Together, expressed, “Resene is known for its vibrant colour palette and creativity, making the Great Southern Lights launch an ideal match. The site’s scale aligns seamlessly with our dynamic new brand vision, providing an exceptional platform for its execution.”
Sandra Scott, NZ Sales and Partnerships Director at Vistar Media, remarked, “Great Southern Lights gives creative teams in New Zealand a unique canvas that hasn’t been available before. The advanced 3D capabilities enable brands to tailor designs specifically for the structure itself, creating an abundance of creative opportunities. This project demonstrates how far the out-of-home advertising landscape in New Zealand has evolved and showcases the remarkable possibilities that arise when scale, creativity, and technology converge. We’re excited to run programmatic campaigns on this screen during the launch week and eager to see how brands will innovate in this new space.”
A Collaborative Achievement
This launch marks a significant milestone in Lumo’s tenth anniversary, celebrating a decade of transforming roadside displays into dynamic digital media through live audience data, programmatic buying, and innovative creative solutions.
Phil Clemas, Co-Founder and CEO of Lumo, stated, “Great Southern Lights represents a collaborative effort, thanks to all involved—from the builders to the partners who invested in this vision even before its activation. Our commitment over the past ten years has been to enhance the efficacy of roadside screens for brands, and this project takes that commitment to new heights. Witnessing Entain unveil it during Cup Week, one of their peak times, is just the beginning. I am enthusiastic about the future of creativity this platform will inspire.”
The launch of the Great Southern Lights screen by Lumo marks a pivotal moment in outdoor advertising, reinforcing the potential of innovative technology in engaging audiences.
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