oOh!media has launched a large format digital screen at Town Hall Station on the Melbourne Metro Tunnel, measuring 16 metres by 4.5 metres and featuring full-motion, 3D and 3D Anamorphic capability.
The Metro Tunnel opened in late November, with peak-hour services arriving every three minutes across five stations — Arden, Parkville, State Library, Town Hall and Anzac.
Mark Fairhurst, chief revenue officer at oOh!, said the Metro Tunnel was quickly becoming one of Melbourne's most valuable commuter environments.
"This new site gives brands the scale and creative flexibility to truly stand out. 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," he said.
NAB, AGL and Woolworths Group were among brands that debuted on the Metro Tunnel screens at launch.
oOh! recently trialled a full-station domination across State Library and Town Hall stations for a major superannuation fund, transforming both stations with pillar wraps and wall decals.
With both Sydney Metro and Melbourne Metro Tunnel in oOh!'s portfolio, the company said brands could now reach commuters across two of Australia's largest CBDs simultaneously.
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