Award-winning musical, Wicked, will be the first client to take advantage of TorchMedia’s latest offering of MaxiView panels on the external of Sydney Trains.
The creative aims to dazzle commuters throughout November and December across 16 train panels.
A 2013 research project conducted by TorchMedia indicated the growing effectiveness of external train advertising as it emerges to become a legitimate competitor in out-of-home platforms (Project Toot Toot, TorchMedia, 2013). Targeting the working professional on their daily commute, Wicked represents the ideal product to showcase on Torch’s latest offering.
General manager of TorchMedia, Kirsty Dollisson, explains she is seeing a growing trend among brands and companies looking to target commuters.
“Sydney Trains network sees 4.6 million customer journeys per week,” explains Dollisson. “That’s a huge consumer-base that events such as Wicked can be exposed to with the right advertising offering No doubt the uplifting green creative will grab commuters attention whilst en route to work.”
Dollisson suggests that media consumption is dramatically changing and brands need to continually think outside of the box for new ways to reach their audience.
“Out-of-home advertising is becoming increasingly prevalent for brands,” says Dollisson. “With continued population growth across all of our major metropolitan cities, pushing brands throughout the corresponding public transport networks can be highly effective, especially given Australian consumers are upwardly mobile and out and about more often.”