Rebel counts down to the return of the AFL on QMS billboards

Sports retailer Rebel has been counting down to the AFL’s return on digital billboards around Melbourne.

Richmond and Collingwood will face-off in the first game of second round of the 2020 season tonight, following a 12-week hiatus due to COVID-19.

QMS dynamic billboards have hosted the countdown

The countdown has appeared on QMS’ dynamic billboards, with further Rebel campaign assets appearing on in-stadium signage, online and in-store.

The campaign concept was created by The Monkeys, Rebel’s new lead creative agency.

Rebel general manager of customer and marketing, Jennifer Gulliver, said like many Australians she is thrilled to have the football back.

“For AFL and sport fans in general to go without footy for almost three months has been tough. But for a business like ours that is built on sports and fandom, we just had to be a part of this momentous occasion and wanted to make sure Aussie footy fans across the country were counting down just like we are,” Gulliver said.

QMS CMO, Sara Lappage, commented on the capabilities the billboards brought to the campaign.

“DOOH [digital out of home] allows us to deliver dynamic campaigns that showcase relevant content with speed and efficiency enabling seamless integration with multiple quick response mediums and formats,” Lappage said.


Client: Rebel
Campaign: Sport is Calling
Creative: The Monkeys
Media: OMD


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