Digital outdoor media leader QMS today unveiled a spectacular 3DOOH full motion campaign with Specsavers to celebrate its exclusive Elton John Eyewear collection, marking the first time Specsavers has embraced 3DOOH in Australia.
Leveraging the global Specsavers Elton John Eyewear creative, which was developed by Specsavers Creative, the local ANZ Specsavers marketing team worked jointly with EssenceMediacom and QMS’ in-house creative innovation team, QUBE.
Running throughout September on the Melbourne landmark Emporium digital large format billboard, which draws more than 18 million visits a year, the creative features a dynamic day-and-night execution and brings to life Elton John’s signature style through a striking 3D treatment of the new glasses range.
The bespoke execution builds on Specsavers’ broader year-long partnership with QMS, with Specsavers using the QMS network to amplify key campaigns throughout 2025.
"The new 3DOOH ad for Specsavers is a fantastic example of what happens when a brand, agency and media owner collaborate from the outset.
- Alex Kerley, Chief Revenue Officer - QMS
"Working closely with Specsavers and EssenceMediacom, our team was able to deliver a piece of work that not only celebrates an iconic talent but demonstrates the impact and brand fame of full motion 3DOOH.
"This is a 3DOOH first for Specsavers in Australia, with the result being an iconic piece of creative that captures attention by both day and night, in one of Australia’s busiest retail precincts in the heart of Melbourne.”
- Alex Kerley, Chief Revenue Officer - QMS
Specsavers’ Elton John Eyewear campaign runs exclusively throughout September.
Specsavers Head of Marketing Awareness and Consideration ANZ, Anri McHugh, said: “Designed and named by Elton himself, the exclusive Elton John Eyewear collection reflects the music legend's love of self-expression and has 'Just the right amount of Elton’, with a sprinkle of the music legend’s distinctive flair.
"Naturally we needed our DOOH placement to make an entrance and impact just like Elton himself, so this concept we came up with together with QMS and EssenceMediacom was the perfect addition to this campaign.”
- Anri McHugh, Head of Marketing Awareness and Consideration - Specsavers
EssenceMediacom’s Group Activation Director, Remona Salemat, said: “At EssenceMediacom, we’re constantly exploring new and impactful ways to connect our clients with their audiences. This Specsavers campaign for the Elton John range is a standout example of how strategic media planning, paired with the immersive power of full motion 3DOOH, can drive distinctive brand impact.”
Specsavers is the latest to join a growing list of brands including L’Oreal Kérastase, Mazda, Stan, Patties Foods’ Four’N Twenty pies, Asahi and L’Oréal’s Garnier who have leveraged the 455 square metre creative canvas that is the iconic Emporium Melbourne billboard.
