OOH meets VR to showcase QMS offering

  • Advertising
  • May 8, 2017
  • StopPress Team
OOH meets VR to showcase QMS offering

Earlier this year, QMS switched on ‘The Commuter Network’ at Auckland’s major commuter hubs. But not wanting to take clients out of their offices to show them, it's created a virtual reality tour.

‘The Commuter Network’ is the result of a partnership between QMS and Auckland Transport, so the two have enlisted the help of VR agency, M Theory (the VR arm of Method), to create a way to showcase ‘The Commuter Network’s’ 39 small format digital screens to as many clients as possible in a memorable way.

The screens are positioned at entrances, exits and concourses across train stations, bus stations and ferry terminals, and the two-minute VR site tour transports QMS clients to the hub of ‘The Commuter Network’ – Britomart.

Included are visual graphics and narration that take clients on an immersive journey to better understand the network without having to leave the comfort of their offices.

Insights and innovation director Rupert Fenton says it wanted to go beyond traditional media presentations to launch a product that was new to QMS and the market.

“Virtual reality offered engagement, innovation and memorability in a way that no other format could. We know our clients are time poor and whilst it is important for them to be up to date on what is happening, being able to do so in a quick yet effective way was key to our thought process. We are incredibly happy with the final product, having launched across Auckland, Wellington and Christchurch, it has been a successful roadshow for ‘The Commuter Network'.”

Director of M Theory Sam Ramlu added the aim was to make sure it went beyond typical VR experience, which is often a 360 video with no real story.

“By blending narration and sound with integrated 3D graphics and statistics QMS were able to deliver an experience that didn’t just rely on the novelty of VR. Not only did it showcase QMS’ expanding portfolio in a unique way but also proved through a sense of depth, scale, and sheer commuter numbers why Britomart is such a sought-after advertising space.”

When ‘The Commuter Network’ launched, QMS Datalab estimated the network would reach approximately 135,000 travellers. Furthermore, census and Roy Morgan Helix Personas data shows that its commuter audience earns more than the average New Zealander and is more likely to be 20- to 35-year-olds. 

Taking advantage of that, Vodafone, Seek, Trade Me, Prime, Sky City, and HP have all signed on.

This is a community discussion forum. Comment is free but please respect our rules:

  1. Don’t be abusive or use sweary type words
  2. Don’t break the law: libel, slander and defamatory comments are forbidden
  3. Don’t resort to name-calling, mean-spiritedness, or slagging off
  4. Don’t pretend to be someone else.

If we find you doing these things, your comments will be edited without recourse and you may be asked to go away and reconsider your actions.
We respect the right to free speech and anonymous comments. Don’t abuse the privilege.

Is consolidation the way of the future?

  • Advertising
  • January 18, 2019
  • Caitlin Salter
Is consolidation the way of the future?

The tail end of 2018 brought with it some major announcements between media companies and the booming out-of-home market. Nearly two months since NZME and Go Media enacted their partnership and MediaWorks and QMS Media announced their proposed merger, we have a chat with media agencies to see whether the latest developments are a sign of things to come.

Read more
Next page
Results for

StopPress provides essential industry news and intelligence, updated daily. And the digital newsletter delivers the latest news to your inbox twice a week — for free!

©2009–2019 ICG Media. All rights reserved.
Use of this site constitutes acceptance of our Privacy policy.


Contact Vernene Medcalf at +64 21 628 200 to advertise in StopPress.

View Media Kit