Specsavers has launched its first Australian 3D digital out-of-home (3DOOH) campaign in collaboration with QMS, showcasing the exclusive Elton John Eyewear collection with a full motion billboard execution at Emporium Melbourne.
Running throughout September, the creative leverages Elton John’s iconic flair through dynamic 3D visuals and day-night transitions. It’s the latest evolution of a year-long partnership between Specsavers and QMS, with the eyewear campaign deployed on the 455-square-metre billboard that attracts over 18 million visits annually.
Developed by Specsavers Creative in the UK and brought to life locally by the ANZ marketing team in partnership with EssenceMediacom and QMS’ in-house studio QUBE, the campaign aims to create maximum visual impact in Melbourne’s high-traffic retail precinct.
Alex Kerley, Chief Revenue Officer at QMS, said the project was a standout example of creative collaboration: “The new 3DOOH ad for Specsavers is a fantastic example of what happens when a brand, agency and media owner collaborate from the outset. The result being an iconic piece of creative that captures attention by both day and night.”
Anri McHugh, Head of Marketing Awareness and Consideration ANZ at Specsavers, added: “Designed and named by Elton himself, the exclusive Elton John Eyewear collection reflects the music legend’s love of self-expression. Naturally we needed our DOOH placement to make an entrance and impact just like Elton himself.”
Specsavers joins a growing list of brands, including L’Oréal Kérastase, Mazda, Stan and Asahi, who have utilised the landmark Emporium site for high-impact campaigns.
Top image: Elton John Eyewear 3DOOH campaign at Emporium Melbourne