ANZ, in partnership with JCDecaux, have transformed the large-scale tram stops at Melbourne Park, the gateway to Rod Laver Arena, into a brand experience for the Australian Open.
The takeover, running until January 28, spans all twelve tram shelters with nine different themes, greeting fans with ANZ’s signature blue neon lighting, fully wrapped shelters, seat decals, and a 70-metre tennis court floor decal.
The Yarra Trams stop location is the only commuter entry to the Australian Open.
ANZ's GM of marketing for Australia, Sian Chadwick, said the bank has created an engaging precinct experience that combines the excitement of the Australian Open with the security of ANZ Falcon.
"It’s a memorable way to leave a lasting impression on locals and visitors alike," she said.
JCDecaux's Victorian sales director, Kristian Muhllechner, said the precinct takeover serves up a winning combination of creativity and scale.
"It showcases the power a creative campaign can have and the role it plays in brands being seen and remembered," he said.
"ANZ is acing the arrival experience with an immersive and memorable activation at this iconic event.”
Have something to say on this? Share your views in the comments section below. Or if you have a news story or tip-off, drop us a line at adnews@yaffa.com.au
Sign up to the AdNews newsletter, like us on Facebook or follow us on Twitter for breaking stories and campaigns throughout the day.