Nike Debuts Australia’s Newest 3D Billboard in Strategic Partnership with QMS and Mindshare

In a landmark moment for digital outdoor advertising in Australia, Nike has become the first company to take over the country’s newest 3D digital billboard. This significant move was unveiled by leading digital outdoor media company QMS, marking an Australian first in full-motion 3D Out-Of-Home (3DOOH) advertising.

The campaign, titled ‘Winning Isn’t For Everyone,’ is part of Nike’s summer initiative celebrating the Australian Women’s Football team, The Matildas. The innovative 3DOOH creative was developed in collaboration with Amplify, Mindshare, and QMS, showcasing the power of strategic partnerships in elevating brand storytelling.

From July 24-29, Nike’s campaign dominated QMS’s brand new digital large format site at Emporium Melbourne. This takeover lasted five consecutive days, and was strategically positioned in one of Australia’s busiest retail precincts, maximising exposure and engagement.

QMS Chief Sales Officer, Tim Murphy, expressed his excitement about the collaboration: “We couldn’t be more thrilled about this partnership with Nike on the launch of their new global campaign. Not only is Nike the first to utilise our iconic new Emporium screen, but they’re also the first to have an exclusive full-motion 3DOOH takeover for five consecutive days anywhere in Australia. This is a proud moment for QMS as a legendary brand celebrates an iconic team on our state-of-the-art site.”

Mindshare Managing Partner, Peta Southcombe, highlighted the significance of this cultural moment: “In pivotal cultural moments like this, the ask of our partners is to help us push boundaries to achieve amazing things for our clients. Collaborating with QMS to bring this media first to life for Nike and celebrate the Matildas has been a remarkable experience.”

Nike Brand Director, Nick Atkinson, emphasised the innovative aspect of this campaign: “We’re always seeking out new and innovative ways to tell our most powerful stories with impact in sport, and we’re excited to create a new platform for such an incredible team. Supporting the Matildas and Football Australia using full-motion 3DOOH at scale has allowed us to elevate our creative approach, and we’re eager to see the reaction from the audiences.”

This campaign follows QMS’s recent expansion of its premium national network, which includes the addition of two high-profile Vicinity Centres sites at Emporium Melbourne in the heart of the CBD.