QMS, in collaboration with Wavemaker and Made This, has launched Australia's first programmatic high impact 3D Digital Out of Home (3DOOH) campaign for Garnier. The campaign was executed at QMS' Emporium Melbourne site, prominently showcasing Garnier's Vitamin C Daily Tinted Fluid with SPF50+.

Initially, the campaign was launched through traditional trading channels with Wavemaker. It was later enhanced by GroupM through programmatic amplification during key summer moments. This strategic move aimed to maximise the campaign's reach and engagement.

QMS has enabled all formats for programmatic trade, allowing advertisers to optimise campaigns with greater flexibility and efficiency. Michael Whiteside, QMS National Sales Director – Advanced Trading, stated, "This campaign is a milestone for the industry, showcasing how programmatic can seamlessly complement traditional out of home, amplifying creative impact and extending audience reach."

The Emporium Melbourne digital site, where the campaign was executed, receives over 18 million visits annually, providing a prime location for such a high-profile campaign. GroupM played a crucial role in extending the campaign's reach by reactivating Garnier's Vitamin C message at optimal moments, ensuring high engagement levels during the summer season.

Whiteside further elaborated on the significance of the campaign, saying, "At QMS, we have enabled all formats for programmatic trade, ensuring advertisers can optimise their campaigns with greater flexibility and efficiency. Garnier’s execution is a perfect example of how brands can integrate 3DOOH and programmatic DOOH to dynamically extend their message. The work we did with Garnier ensured maximum exposure and high audience relevance."

He added, "This first-of-its-kind execution reinforces our commitment to innovation, paving the way for more brands to explore the intersection of creativity and programmatic precision."

Wavemaker’s Client Manager – L'Oréal Consumer Products Division, Alexandra Walker, commented on the campaign's strategic planning and execution. "At Wavemaker, we're always looking for innovative ways to connect our clients with their audiences. This campaign for Garnier was a perfect example of how strategic media planning, combined with the power of programmatic DOOH, can deliver exceptional results. We're excited to continue exploring the possibilities of PDOOH with partners like GroupM and QMS."

Adorna Yip, Garnier’s Senior Brand Business Lead, highlighted the brand's commitment to innovation. "Garnier is committed to innovation, and this programmatic 3DOOH campaign perfectly embodies that spirit. By leveraging cutting-edge technology, we were able to elevate our Vitamin C Daily Tinted Fluid launch and connect with consumers in a dynamic and engaging way, reinforcing our position as a forward-thinking beauty brand."

QMS is recognised as a leading digital outdoor media company, offering dynamic and innovative advertising solutions across digital and traditional billboards, street furniture, and airport locations. The collaboration with Wavemaker and Made This for Garnier's campaign marks a significant development in the use of programmatic technology in the out-of-home advertising sector.