Subtle by Lumo is now live on six screens in Auckland’s CBD and city fringe.
Lumo‘s motion-enabled digital out of home (DOOH) format launched at the end of March. The first campaigns include those from Goodman Fielder, Electricity Authority, Sanitarium, 2degrees, Cardrona & Treble Cone and programmatic DOOH partner, Perion.
Screens at Lumo-Anzac, Lumo-Beach, Lumo-Ports, Lumo-Ponsonby, Lumo-Sturdee and Lumo-Victoria Park feature the gentle movement. They’re the first roadside digital OOH screens in New Zealand approved for motion, a process that took two years.
A more active creative experience
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 featured their latest ambassador during the daily commutes. 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 Vogel’s and Olivani. Perion used the format to flag that Subtle is now live programmatically through their DSP.
2degrees general manager Dave Pearce says: “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.”
Rachel Stewart, managing director Auckland, OMD New Zealand, adds: “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.”
Bolder, fresher, more distinctive
“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 brand and marketing lead, 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.”
Thrilling for the industry
The potential of digital out of home is growing. It’s driven by high-quality screens and digital infrastructure, along with the adoption of dynamic creative optimisation.
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,” says Emma McMahon. She is planning and investment director at Together.
“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. 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.”
Ticks all the boxes
PHD associate business director Ella Macdonald says: “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.”
Ste Buck, group business director at Lumo, adds: “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, says: “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 OOH 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. It’s 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.”
