AFL House x JCDecaux

Immersive AFL Finals Activation at Southern Cross Station

This experiential marketing activation transformed Melbourne’s busiest station into a shareable branded experience that captured the magic of AFL Grand Final week.

The Brief.

AFL House and JCDecaux wanted to bring the excitement of the Toyota AFL Finals directly to the public, surprising commuters with a custom brand activation in the heart of Melbourne. The goal was to create an immersive experience that celebrated footy culture, encouraged family-friendly interaction, and generated high-impact, shareable content leading up to the big game.

360 Video Booth

Custom Build

Brand Activation

How We Did It.

Polite Playground designed and built an 8m x 10m activation floor at Southern Cross Station, turning the space into a mini-MCG. At the centre stood a custom 360 video booth that placed guests on a grassy “field,” capturing energetic, all-angles content that fans could instantly share. Surrounding the booth were three life-sized branded plinths with QR codes, allowing commuters to create and capture their own selfies. To keep the buzz alive, all user-generated content was showcased on a custom-branded 75” live feed screen for everyone on the activation floor to enjoy. Over just four days, more than 200 videos were created—sparking 90,000 impressions and amplifying AFL Finals fever across social media.

Creative & Technical Highlights

  • 8m x 10m Activation Floor: Immersive build replicating the feel of the MCG

  • 360 Video Booth: Guests captured fun, all-angle branded video moments

  • Interactive Plinths: QR code selfie stations for self-captured content

  • Live Event Feed: 75” branded screen displaying photos and videos in real time

The result? A dynamic branded experience that brought finals footy energy to everyday commuters, generating both on-site excitement and huge digital reach.

Learn more about Experiential

Memorable Brand Experiences.

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