LUMO launches motion-enabled DOOH ‘Subtle’ across Auckland CBD

LUMO’s motion-enabled digital out-of-home (DOOH) format, Subtle, is now live on six screens in Auckland’s CBD and city fringe. Featured campaigns include those from Goodman Fielder, Electricity Authority, Sanitarium, 2degrees, Cardrona & Treble Cone, and programmatic DOOH partner, Perion.

The screens located at LUMO-Anzac, LUMO-Beach, LUMO-Ports, LUMO-Ponsonby, LUMO-Sturdee, and LUMO-Victoria Park are the first roadside digital OOH screens in New Zealand approved for motion, a process that took two years to achieve.

A New Creative Era for Brands

The launch showcases a diverse lineup of campaigns, ranging from ski resorts to supermarket staples. Cardrona and Treble Cone kicked off with their pre-season campaign, reminding audiences that winter is coming. 2degress put their latest brand character (unofficially and affectionately being called Karma the Chameleon) on the morning commute. The Electricity Authority introduced Billy.govt.nz, their new power comparison site. Sanitarium thought out of the box for Weet-Bix Bites, while Goodman Fielder promoted Vogels and Oliviani. Perion leveraged the format to flag that Subtle is now live programmatically through their DSP.

“Subtle motion has given us a fresh canvas to tell our brand story in the heart of Auckland. The ability to add movement to our creative has elevated our campaign and helped us stand out in a crowded environment. We’re thrilled to be among the first brands to embrace this innovation and connect with audiences in a new, dynamic way.” Dave Pearce, General Manager Marketing, 2degrees shares.

“The launch of Subtle marks a pivotal moment for digital out-of-home in New Zealand. Our clients are always seeking new ways to capture attention, and this format delivers both impact and flexibility. We’re proud to partner with LUMO and 2degrees in pioneering motion-enabled campaigns that deliver a more active creative experience.” Rachel Stewart, Managing Director Auckland, OMD New Zealand adds.

“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.”

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.”

Industry Perspectives on Subtle Motion

The potential of digital out-of-home is growing, driven by high-quality screens and digital infrastructure, along with the adoption of dynamic creative optimisation (DCO). Agencies are continually raising the bar in this evolving landscape. Launch partners for Subtle by LUMO, including Together, MBM, PHD, and OMD, are at the forefront of introducing motion to clients.

“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. 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.

“Building on the strong foundations Weet-Bix already has in market, we looked to bring some extra magic to Out of Home to capture attention and turn heads. LUMO Subtle provided the perfect platform to hero our key visual, bringing Weet-Bix Bites to life in a more engaging and impactful way.”

Ella Macdonald, Associate Business Director, PHD 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.”

A Bright Future for Out-of-Home Advertising

For LUMO, the launch of Subtle represents a significant step forward from a locally owned operator dedicated to advancing digital out-of-home in New Zealand. This format opens new creative territory for brands – more than static displays but less than full video – designed to capture attention and a fresh type of public presence. It signals that the growth of out-of-home in New Zealand will rely on innovation and the industry’s ongoing efforts to engage audiences in new ways.

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. A big thank you to our launch partners, you’ve embraced the opportunity and delivered standout work that demonstrates the power of Subtle motion. Subtle represents where out-of-home is heading, and we’re excited to see how it continues to evolve.”

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