The first week of March saw the AFL team up with QMS, an outdoor media company in Australia and New Zealand, to unveil an outdoor strand of the league’s 2022 ‘Festival Of Footy’ new season launch campaign which unveiled Australia’s first use of 3DOOH technology.
Working in partnership with QMS’ in-house creative team QUBE, the AFL’s integrated, multi-platform season launch campaign featured an immersive 3D digital billboard along with a live countdown to kick-off to build awareness, excitement and engagement ahead of the official 16 March new season start.
Installed at the high profile QMS Melbourne Square site, the 3D billboard marks the first appearance in Australian of the media company’s latest 3DOOH screen technology which offers a three-dimensional viewing experience – in this case, giant AFL footballs emerging from the screen.
“We are delighted to be working in collaboration with QMS and their QUBE creative team to develop an innovative solution that engages our fans ahead of the 2022 Toyota AFL Premiership Season and the Festival of Footy,” said AFL Head of Marketing and Content Julian Dunne. “We have incredibly passionate and loyal fans and the Festival of Footy provides a fantastic opportunity for our fans to get back to the footy and celebrate together, so the timing was perfect to work with QMS’ interactive design, utilising 3DOOH technology to bring the media to life, in a truly dynamic way.”
QMS COO Sara Lappage added: “With the growth of DOOH and advancement in screen technology, advertisers are beginning to push the boundaries of what is possible with digital. As a result, we are seeing 3D creative application in digital out of home gaining momentum globally. “The team are excited to partner with the AFL and have the opportunity to develop a truly out of the ordinary creative execution to help celebrate the 2022 Festival of Football. Our new 3DOOH screen technology delivers a fantastic engagement piece for AFL fans to connect with the game as excitement builds for round one.”
Comment
The new 3DOOH technology strand, which is providing marketers with an inventive, fresh way connect with outdoor audiences, was just one phase of the AFL’s new season ‘This Is Us’ launch campaign.
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