Independent ad agency Noisy Beast has teamed up with APN Outdoor to deliver a new, unique campaign for Hyundai A-League soccer team Melbourne City FC (MCFC) in the lead up to the 2016-17 season.
For the next eight weeks, Melbourne’s iconic ‘86’ tram will feature a MCFC-themed external wrap and interior branding, with messaging on the floor, walls and ceiling promoting the club.
The tram will traverse the city from Bundoora – where MCFC is headquartered at the City Football Academy – through Northcote, Collingwood’s Smith St, past Spring St, the heart of the CBD, Etihad Stadium and the city’s waterfront.
The tram also provided the centrepiece for MCFC’s fan event on Saturday, where the club unveiled its new away jersey as well as the tram’s new look.
Marquee players Tim Cahill and Bruno Fornaroli – along with Thomas Sorensen, Anthony Caceres and Neil Kilkenny – surprised four young fans on a tram ride through Melbourne’s heartland, culminating in the reveal at Flagstaff Gardens where nearly 1,000 supporters were on hand to greet their football heroes.
Noisy Beast media director Mark Bennett said Melbourne’s tram network is not just a functional part of the city.
“Trams have really become Melbourne icons,” he said. “When looking for the right platform to promote MCFC’s positioning and also engage with fans, we couldn’t look past APN Outdoor’s tram offering as a way to enhance the club’s messaging that ‘This is Our City’,” he said.