Special K & JCDecaux

Special K Sampling Activation at Southern Cross Station

This experiential marketing activation turned Melbourne’s busiest station into a larger-than-life branded experience commuters couldn’t walk past.

The Brief.

Special K wanted a bold brand activation to celebrate its rebrand and connect directly with consumers during the morning rush. The goal was to create an eye-catching installation that drove curiosity, encouraged interaction, and supported large-scale sampling while reinforcing the iconic Special K identity.

Customer Engagement

Brand Activation

Custom Build

How We Did It.

Polite Playground partnered with JCDecaux to superscale Special K’s most recognisable brand asset—the iconic red letter “K.” Our fabrication team designed and built a four-metre installation that dominated Southern Cross Station, sparking intrigue and creating countless photo opportunities. The activation floor featured custom branding elements including floor decals, plinths, and sample bins to house cereal giveaways and take-home cards. Over five mornings in September, a team of Brand Ambassadors distributed more than 10,000 samples, ensuring maximum visibility and engagement.

Creative & Technical Highlights

  • Four-Metre Letter “K”: Custom fabricated centerpiece that embodied the rebrand

  • Branded Activation Floor: Decals, plinths, and bins designed for high-traffic sampling

  • Cereal Sampling: 10,050 units distributed with zero waste

  • On-Site Engagement: Commuters stopped to pose, sample, and interact with ambassadors

The result? A bold branded experience that blended design, sampling, and consumer engagement—cementing Special K’s refreshed identity in the minds (and hands) of thousands of commuters.

Learn More About Experiential

Memorable Brand Experiences.

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