Adshel have partnered with Yarra Trams and the AFL for the highly anticipated 2016 AFL Grand Final, using the dynamic data capabilities of its digital network to bring live scores and stats to travelers and commuters across selected Yarra Trams Melbourne CBD shelters.

Using a bespoke live data feed, drawn directly from Champion Data, the out-of-home campaign will show scores in real-time and display key match stats – such as marks, handballs and inside 50s – on twelve newly deployed digital panels in central, high-traffic environments across the Adshel Melbourne network. The campaign will reach masses of commuters travelling on the Yarra Trams network before, during and after the game. The concept truly enhances the experience for Yarra Trams patrons, ensuring they don’t miss out on the action when the Western Bulldogs take on the Sydney Swans at the MCG on Saturday.

Adshel’s chief commercial officer Mike Tyquin, said: “Adshel Live provides the flexibility to reach audiences with relevant, real-time messaging, in this case, with a direct data feed. A sporting event of this magnitude presents the perfect opportunity to tap into Adshel’s dynamic capabilities, so we’re thrilled to be partnering with the AFL and Yarra Trams to bring the excitement of the Grand Final to commuters – live.

“It’s fantastic to be bringing together two of Melbourne’s great passions and icons – AFL football and the city’s iconic tram network – on the biggest day in Australia’s sporting calendar, with this simple but effective execution”.

Peter Campbell, general manager AFL Media said: “Each year the excitement of the AFL Grand Final is felt across the nation, and particularly in Melbourne, where it’s arguably the biggest annual event. The AFL is delighted to support an initiative that will, for the first time ever, offer Melbourne’s tram commuters access to real-time Grand Final match scores and stats, directly from the tram shelters. We see enormous potential to partner with Adshel and expand this initiative nationally, for all AFL fans next year and beyond.”

Emilie Perrot, director of customer experience and growth at Yarra Trams said, “Melbourne’s iconic trams play a crucial role in connecting fans to events at other Melbourne icons. Our digital channels are important for keeping passengers informed and live score screens are a fantastic way to add a little extra to the game day experience for Yarra Trams’ customers.”