Blab Sports
QMS and Allianz Launch 3DOOH Campaign Featuring Australian Socceroos at Melbournes Emporium
When the roar of a stadium meets the glow of a city’s largest mesh screen, QMS and Allianz have turned Melbourne’s Emporium into a living stadium for the 2026 FIFA World Cup.
In early 2026, the digital‑out‑of‑home (DOOH) pioneer QMS teamed with Allianz Australia to debut a full‑motion, three‑dimensional (3DOOH) campaign on the Emporium’s flagship large‑format screen. The spot, built for the high‑profile retail and lifestyle precinct, showcases live‑action footage of Socceroos stars Mathew Ryan, Deni Jurić and Awer Mabil and is part of a nationwide push to amplify Allianz’s presence during the World Cup.
QMS’s in‑house creative unit, QUBE, produced the execution. According to the press release, the hero clip was shot on location at Allianz Stadium—home of the Socceroos—and directed with the Emporium site’s unique dimensions in mind. The result is a visually immersive experience that blends Allianz’s brand storytelling with its partnership with Football Australia.
"This campaign is a great example of what’s possible when creative is developed specifically for a premium format," said QMS Creative Director Ben Dillon‑Smith. "By working closely with Allianz and capturing original content, we’ve delivered a truly immersive execution that makes use of the scale, perspective and creative capability of 3DOOH."
Allianz’s General Manager of Consumer Strategy and Marketing, Laura Halbert, echoed that sentiment. "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," she said.
The Emporium placement sits at the heart of a national campaign that will also run on QMS’s City of Sydney digital street furniture network and across its broader Digital Large Format portfolio. The screen itself is part of a precinct that includes the former Myer Lonsdale Street store and is owned by Vicinity Centres.
In 2026, the Emporium screen earned the Outdoor Media Associations Excellence in Design and Construction award at the OMA Industry Awards. The accolade highlighted the screen’s status as the largest mesh screen in the Southern Hemisphere and its capacity to host full‑motion 3D campaigns.
Designed to capture the attention of shoppers and passersby in one of Melbourne’s premier retail hubs, the 3DOOH spot leverages high‑profile Australian soccer players and the World Cup’s excitement to create a memorable brand moment that resonates with Australians.
The full‑motion creative is available online, and QMS has indicated that the campaign will run for the duration of the World Cup period, with additional placements planned across its national network.
While the campaign is centered on the World Cup, it also dovetails with Allianz’s broader Australian marketing strategy, which includes partnerships with major sporting events and teams. The collaboration with QMS and the use of cutting‑edge 3DOOH technology demonstrate Allianz’s commitment to innovative advertising solutions.
As the World Cup approaches, the Emporium 3DOOH campaign will continue to draw attention from local audiences and visitors to Melbourne. The partnership between QMS and Allianz represents a significant investment in digital outdoor media and underscores the growing importance of immersive advertising formats in sports marketing.
The campaign’s success will be measured by audience engagement metrics collected by QMS’s analytics platform, and Allianz will evaluate the impact on brand awareness and consumer sentiment during the World Cup period.
In summary, QMS and Allianz have launched a 3DOOH campaign at Melbourne’s Emporium that showcases Australian Socceroos players and ties into the 2026 FIFA World Cup. The initiative, backed by QMS’s digital network and recognized for its design excellence, aims to enhance Allianz’s brand presence and engage audiences in a high‑profile retail environment.
In early 2026, the digital‑out‑of‑home (DOOH) pioneer QMS teamed with Allianz Australia to debut a full‑motion, three‑dimensional (3DOOH) campaign on the Emporium’s flagship large‑format screen. The spot, built for the high‑profile retail and lifestyle precinct, showcases live‑action footage of Socceroos stars Mathew Ryan, Deni Jurić and Awer Mabil and is part of a nationwide push to amplify Allianz’s presence during the World Cup.
QMS’s in‑house creative unit, QUBE, produced the execution. According to the press release, the hero clip was shot on location at Allianz Stadium—home of the Socceroos—and directed with the Emporium site’s unique dimensions in mind. The result is a visually immersive experience that blends Allianz’s brand storytelling with its partnership with Football Australia.
"This campaign is a great example of what’s possible when creative is developed specifically for a premium format," said QMS Creative Director Ben Dillon‑Smith. "By working closely with Allianz and capturing original content, we’ve delivered a truly immersive execution that makes use of the scale, perspective and creative capability of 3DOOH."
Allianz’s General Manager of Consumer Strategy and Marketing, Laura Halbert, echoed that sentiment. "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," she said.
The Emporium placement sits at the heart of a national campaign that will also run on QMS’s City of Sydney digital street furniture network and across its broader Digital Large Format portfolio. The screen itself is part of a precinct that includes the former Myer Lonsdale Street store and is owned by Vicinity Centres.
In 2026, the Emporium screen earned the Outdoor Media Associations Excellence in Design and Construction award at the OMA Industry Awards. The accolade highlighted the screen’s status as the largest mesh screen in the Southern Hemisphere and its capacity to host full‑motion 3D campaigns.
Designed to capture the attention of shoppers and passersby in one of Melbourne’s premier retail hubs, the 3DOOH spot leverages high‑profile Australian soccer players and the World Cup’s excitement to create a memorable brand moment that resonates with Australians.
The full‑motion creative is available online, and QMS has indicated that the campaign will run for the duration of the World Cup period, with additional placements planned across its national network.
While the campaign is centered on the World Cup, it also dovetails with Allianz’s broader Australian marketing strategy, which includes partnerships with major sporting events and teams. The collaboration with QMS and the use of cutting‑edge 3DOOH technology demonstrate Allianz’s commitment to innovative advertising solutions.
As the World Cup approaches, the Emporium 3DOOH campaign will continue to draw attention from local audiences and visitors to Melbourne. The partnership between QMS and Allianz represents a significant investment in digital outdoor media and underscores the growing importance of immersive advertising formats in sports marketing.
The campaign’s success will be measured by audience engagement metrics collected by QMS’s analytics platform, and Allianz will evaluate the impact on brand awareness and consumer sentiment during the World Cup period.
In summary, QMS and Allianz have launched a 3DOOH campaign at Melbourne’s Emporium that showcases Australian Socceroos players and ties into the 2026 FIFA World Cup. The initiative, backed by QMS’s digital network and recognized for its design excellence, aims to enhance Allianz’s brand presence and engage audiences in a high‑profile retail environment.
