Digital outdoor media leader QMS has unveiled an innovative campaign for the global launch of L'Oréal new Kérastase Gloss Absolu hair care product, including the first 30-second full motion 3DOOH campaign in Australia.
The new Kérastase Gloss Absolu campaign was created by QMS’ in-house QUBE creative services team, working closely with the L'Oréal l Australia team and media agency, Wavemaker.
The high impact 3DOOH campaign is running on QMS’ iconic Emporium Melbourne digital large format billboard, which draws more than 18 million visits a year. Earlier this year, L'Oréal turned to the Emporium Melbourne billboard for Australia’s first programmatic high impact 3DOOH campaign, for global beauty brand Garnier Vitamin C Daily Tinted Fluid with SPF50+.
Demonstrating further creative innovation, Kérastase has also launched new creative executions for Kérastase Gloss Absolu on QMS’ market-leading City of Sydney digital street furniture network, with panels that give the illusion of transparency.
QMS Chief Marketing Officer, Tennille Burt, said: “The Kérastase Gloss Absolu campaign is a powerful example of how we’re partnering with brands to push creative boundaries in Digital OOH.
"Delivering Australia’s first 30-second full motion 3DOOH campaign alongside unique transparent digital panels for this launch demonstrates the potential of Digital OOH to create truly captivating brand moments.
“Together with L'Oréal and Wavemaker, we’ve created a campaign that not only stands proudly on the global stage creatively, but drives real audience impact for this exceptional product,” she said.
Kérastase Gloss Absolu joins a growing list of brands including Mazda, Stan, Patties Foods’ Four’N Twenty pies, Asahi and L’Oréal’s Garnier, that have leveraged the creative capabilities of the Emporium Melbourne super billboard, in the heart of one of Australia’s busiest retail precincts.