Clothing brand H&M has partnered with outdoor media provider Adshel for a takeover of Town Hall Station.
The first domination on Adshel’s digital network to take 100% share of voice across an entire station, the H&M campaign spans 21 digital screens, and nine large format advertising wraps, making the campaign impossible to miss.
Designed specifically to feed the hype surrounding H&M’s arrival in Sydney, the combination of digital, wall and floor dominations and huge audience went live in the days leading up to the ‘mayhem’ that accompanied the stores grand opening at the Macquarie Centre on Thursday 16th.
Drawing a huge crowd for the 10am opening, the Sydney launch marks the second successful partnership between H&M and outdoor media, with an Adshel media blitz across Melbourne preceding their Victorian flagship store opening in April this year.
Capturing the vast numbers of young professionals and students who pass through the Town Hall concourse daily, the Adshel Domination focuses on harnessing the crucial CBD bottleneck to build consumer awareness around the launch, as well as highlighting the quick access to Macquarie Centre via the train.
With 2.3 million commuter journeys passing through the Town Hall barriers over the next two weeks, the campaign sits along a vital causeway for Sydney’s hugely engaged rail audience, with recent research showing 43% are likely to interact with digital outdoor.
Adshel’s CEO, Rob Atkinson says the domination is a great endorsement of Adshel’s Sydney Trains Network offering, “H&M’s creative use of the multiple assets we have within the Sydney Trains environment really takes advantage of the high impact they offer, especially when combined with eye-catching animated digital screens that dominate the concourse and platforms morning, noon and night.”
“With one in three Sydneysiders using the rail network daily it was the obvious choice to capture the attention of Sydney, and hearing the queues were 100 deep, was a great testament to the campaign H&M ran in the lead up to their launch,” he added.