Southern Cross // LUMO Labs

Celebrating Pets in Real Time

For the Southern Cross Pet Awards, we developed a simple but powerful CMS-driven campaign that gave the client full creative control across 12 different screen sizes.

Built on the Latch DCO Platform, the CMS allowed the Southern Cross team to update and publish new messages celebrating pet award winners. Each asset featured dynamic text on the left third of the creative—editable through a client-facing interface with real-time preview functionality. Users could draft messages, preview how they would appear, and activate them directly, with multiple messages entering a timed rotation on screens.

With no API integration required, the campaign was fully managed through the CMS and delivered via the Doohly player. This setup ensured flexibility and speed, enabling Southern Cross to keep creative fresh throughout the three-week campaign window.

This project shows how even simple dynamic elements—when paired with an intuitive CMS—can create highly engaging and reactive campaigns without overcomplicating the delivery process.