First use in Australia of an immersive 3D digital billboard for the launch of the 2022 AFL Festival of Footy season via QMS and QUBE


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

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

Located in QMS’ iconic Melbourne Square, the scoreboard is an Australian first use of QMS’ new 3DOOH screen technology which provides the public with a 3D viewing experience of AFL footballs coming off the screen.

AFL Marketing and Content Manager Julian Dunne said: “We are delighted to be working in conjunction with QMS and their creative team QUBE 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 football and celebrate together, so the timing was perfect to work with QMS’ interactive design, using 3DOOH technology to bringing media to life, in a truly dynamic way.

Sara Lappage, QMS COO client, said, “With the growth of DOOH and advances in screen technology, advertisers are beginning to push the boundaries of what is possible with digital. As a result, we see 3D creative application in digital out-of-home gaining momentum globally.

“The team is thrilled to partner with the AFL and have the opportunity to develop a truly standout creative execution to help celebrate the 2022 Festival of Football. Our new 3DOOH screen technology offers a fantastic engagement platform for AFL fans to tune into the game as excitement builds for the first round.

Client: AFL
Campaign: Footy Festival
Creative: QMS + AFL
Media: AFL
Exterior: SMQ


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