Last weekend, Bega took their brand to new heights with the Whipped Cloud Café in Fed Square — a live activation where Melburnians whipped up their new favourite snack using Whipped Peanut Butter.
🤳 Across the road, JCDecaux amplified the moment by streaming real-time UGC on the 1 Swanston Street Digital Large Format site — showcasing the joy the pop-up was creating as it happened.
What makes this activation stand out?
It closes the loop between experience and exposure: hands-on tasting in Fed Square, and instant visibility on a flagship DOOH screen across the street.
How did the real-time UGC work?
The team captured customer reactions and moments of delight on-site, then surfaced them on JCDecaux’s 1 Swanston Street Digital Large Format. The proximity turned participants into public storytellers in minutes.
Why does this matter for Melbourne brands?
Fed Square’s footfall plus a premium screen on Swanston Street creates a high-density canvas for sampling, social proof, and rapid word-of-mouth — all within the same sightline.
How does experiential + DOOH echo OOH impact?
Like high-impact OOH, live, place-based stunts create frequency, visibility, and talkability. The UGC stream extends the moment beyond the plaza, multiplying organic reach and brand recall.
FAQs about this campaign
What is the Whipped Cloud Café activation?
A live pop-up in Melbourne’s Fed Square where people made snacks using Bega’s new Whipped Peanut Butter.
How was UGC used in real time?
Customer reactions were captured and displayed across the road on JCDecaux’s 1 Swanston Street Digital Large Format.
Why does the location matter?
The screen faces Fed Square, creating a tight loop between on-site experience and public DOOH visibility.
What’s the OOH/experiential takeaway?
Blending hands-on sampling with place-based DOOH multiplies reach, talkability, and brand recall via authentic UGC.
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