QMS has partnered with Allianz Australia to launch a bespoke 3DOOH full motion campaign on Melbourne’s Emporium digital large format screen.
The campaign brings Allianz’s Care never gives up platform to life through Football Australia talent and a site-specific creative execution developed by QMS’ in-house creative team, QUBE.
The hero creative features Australian CommBank Socceroos captain and goalkeeper Mathew Ryan, alongside Deni Jurić and Awer Mabil. The footage was captured at Allianz Stadium, with QUBE directing the shoot to ensure it was built for The Emporium site.
The execution combines Allianz’s brand platform with its Football Australia partnership, using full motion 3DOOH to create a large-scale visual experience in one of Melbourne’s key retail and lifestyle precincts.
The Emporium leads broader national campaign
The Emporium placement will act as the centrepiece of a wider national campaign. It will be supported by activity across QMS’ City of Sydney digital street furniture network and its digital large format portfolio.
Ben Dillon-Smith, Creative Director at QMS, said the campaign showed the value of developing creative for a specific premium format.
“This campaign is a great example of what’s possible when creative is developed specifically for a premium format. By working closely with Allianz and capturing original content, we’ve been able to deliver a truly immersive execution that makes use of the scale, perspective and creative capability of 3DOOH,” Dillon-Smith said.
Laura Halbert, General Manager, Consumer Strategy and Marketing at Allianz Australia, said the campaign reflects Allianz’s focus on audience engagement through real-world brand experiences.
“We are really proud of this campaign which reflects Allianz’s focus on connecting with audiences through meaningful and engaging experiences. Bringing the excitement of the World Cup into a real-world environment allows us to create a memorable brand moment that will make a lasting impression on Australians,” Halbert said.
“Working closely with QMS and the QUBE team has allowed us to create a tailored execution that elevates our brand presence, engages audiences during a major global sporting moment and maximises our partnership as the Official Insurance Partner of Football Australia.”
Award-winning digital outdoor site
The Emporium Melbourne was recently recognised at the 2026 OMA Industry Awards, receiving the Outdoor Media Association’s Excellence in Design and Construction award.
QMS said the site, developed with Vicinity Centres, features the largest mesh screen in the Southern Hemisphere. It has become a major canvas for full motion 3D campaigns at one of Melbourne’s busiest intersections.
Top image: The Emporium Melbourne 3DOOH campaign