oOh!media is launching the largest digital screen on the Melbourne Metro Tunnel to date: a new large-format, full-motion digital asset at Town Hall Station.
The screen measures 16 metres long and 4.5 metres wide and includes scalable 3D and anamorphic capabilities, giving brands a new platform for immersive storytelling at one of the train network’s most visually distinctive locations.
Opened in late November, the Metro Tunnel has reshaped commuter travel across Melbourne, with peak-hour services now arriving every three minutes.
Its five high-footfall stations, Arden, Parkville, State Library, Town Hall and Anzac, are driving audience growth across the transport corridor and creating a new out-of-home opportunity for advertisers.
A new 3D canvas for brands
Mark Fairhurst, chief revenue officer at oOh!, said the Metro Tunnel is quickly becoming one of Melbourne’s most valuable commuter environments.
“The Metro Tunnel is quickly becoming one of Melbourne’s most valuable commuter environments, and this new site gives brands the scale and creative flexibility to truly stand out,” Fairhurst said.
“Research from Analytic Partners shows creative can drive up to 41% of ROI, which is why we’re partnering closely with agencies and clients to push what’s possible in full-motion and 3D, ensuring campaigns make the most of this high-impact location.”
Building on Metro Tunnel momentum
NAB, AGL and Woolworths Group were among the first brands to appear across the 100% fully digital LED Metro Tunnel screens when the network launched late last year.
The Town Hall digital screen builds on oOh!’s investment in unmissable out-of-home environments across the Metro Tunnel.
oOh! also recently trialled a full-station domination across State Library and Town Hall stations for a major superannuation fund, using pillar wraps and wall decals to turn two high-traffic corridors into a cohesive brand experience.
With both Sydney Metro and Melbourne Metro Tunnel now part of oOh!’s portfolio, the company said that brands have a media-first opportunity to dominate two of Australia’s largest CBDs simultaneously.
The combined network allows advertisers to reach millions of commuters daily across two major rail networks.
Top image: oOh!media