MESHKI’s real-time outdoor campaign hopes to redefine retail engagement

Australian fashion brand MESHKI has pushed the boundaries of outdoor advertising, integrating real-time social media content into digital billboards and tram shelters as part of its Real-Time Race Day Looks campaign.

The activation, developed in partnership with This is Flow and JCDecaux, ran during the Formula 1 Australian Grand Prix in Melbourne, marking MESHKI’s first-ever major OOH campaign and its move beyond digital and social advertising.

The campaign used JCDecaux SMARTFRAME digital billboards to display live influencer content in real time, showcasing F1 attendees wearing MESHKI outfits. This blended digital and physical retail engagement, with embedded QR codes allowing viewers to shop the looks instantly.

Jimmy Hyett, CEO of This is Flow, said the campaign was a game-changer for outdoor advertising.

“This activation was about evolving out-of-home beyond traditional brand-building. By integrating real-time social content, we’ve created a dynamic, high-impact experience that aligns with MESHKI’s digitally native DNA. The F1 Grand Prix was the perfect event to trial this approach, capturing a trend-driven audience in a high-energy environment.”

A blueprint for OOH activations

The campaign wasn’t just about the F1 weekend - it signals a broader shift in how fashion brands are using real-time digital content to engage consumers in physical environments.

Alongside the SMARTFRAME billboards, MESHKI also led the first-ever tram shelter takeover at Spencer Street, with 100% share-of-voice digital screens and a full tram wrap on Yarra Trams, further extending its visibility beyond online channels.

MESHKI’s head of marketing Alex Rushton said the campaign was about bringing the brand’s fast-moving social engagement into the real world.

"Our Real-Time Race Day Looks campaign represents a major step forward in how MESHKI connects with audiences beyond digital and social platforms. We’ve always been at the forefront of engaging our community where they are most active, and through this dynamic out-of-home activation, we brought that immediacy and engagement into the real world. By integrating real-time influencer content with a high-impact presence in Melbourne’s busiest locations, we reinforced our brand’s ability to lead and innovate in new spaces."

Kristian Muhllechner, Victorian sales director at JCDecaux Australia, said the campaign shows how outdoor is evolving from a static branding channel into a dynamic, data-driven retail media format.

"MESHKI’s campaign is a prime example of how brands can use out-of-home to drive instant action and brand relevance,” Muhllechner said. “By merging live content with digital billboards and the city’s transport network, MESHKI created an experience that was visually striking, culturally relevant and commerce-driven."