L’Oréal, in partnership with digital outdoor media company QMS and media agency Wavemaker, has unveiled a landmark campaign for the global launch of its latest hair care innovation, Kérastase Gloss Absolu. The launch features Australia’s first 30-second full-motion 3D digital out-of-home (3DOOH) activation, showcased on QMS’s iconic Emporium Melbourne digital billboard.
Located in one of Melbourne’s busiest retail precincts, the Emporium billboard attracts over 18 million visits annually, offering a high-impact canvas for this breakthrough campaign. In addition to the 3DOOH execution, Kérastase Gloss Absolu is also being promoted through QMS’s City of Sydney digital street furniture network, extending the reach across key urban hotspots.
“The Kérastase Gloss Absolu campaign is a powerful example of how we’re partnering with brands to push creative boundaries in digital out of home [DOOH]. Delivering Australia’s first 30-second full motion 3DOOH campaign alongside unique transparent digital panels for this launch demonstrates the potential of DOOH to create truly captivating brand moments,” QMS chief marketing officer Tennille Burt said.
“Together with L’Oréal and Wavemaker, we’ve created a campaign that not only stands proudly on the global stage creatively, but drives real audience impact for this exceptional product,” Burt added.
Together with L’Oréal and Wavemaker, QMS has created a campaign that not only meets global creative standards but also delivers real impact and engagement at scale.
Kérastase Gloss Absolu now joins an elite roster of brands—such as Mazda, Stan, Asahi, Patties Foods’ Four’N Twenty, and Garnier—that have leveraged QMS’s large-format Emporium site to deliver visually arresting campaigns in one of Australia’s top retail environments.
Earlier this year, L’Oréal also made headlines with its campaign for Garnier Vitamin C Daily Tinted Fluid with SPF50+, which became the first programmatic high-impact 3DOOH campaign at the same Melbourne landmark.
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