Australia-first use of immersive 3D digital billboard for AFL’s 2022 Festival of Footy season launch via QMS and QUBE

QMS has unveiled an Australian-first use of its ‘3DOOH’ creative technology, that provides advertisers with a new and innovative way to connect with audiences.

In collaboration with QMS’ in-house creative services team QUBE, the AFL’s 2022 Festival of Footy season launch campaign features an immersive 3D digital billboard as well as a live countdown to mark the official start of the season.

Located on QMS’ iconic Melbourne Square, the billboard is an Australian first use of QMS’ new 3DOOH screen technology that provides audiences with a 3D viewing experience of AFL footballs emerging from the screen.

AFL head of marketing and content, Julian Dunne said: “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.

“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-customer, Sara Lappage said: “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.”

Client: AFL
Campaign: Festival of Footy
Creative: QMS + AFL
Media: AFL
Outdoor: QMS


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