Celebrating 1 year of the Sydney Metro Digital network!

TorchMedia’s Sydney Metro digital network has just celebrated its first anniversary!

Since launching in June 2023, the state-of-the-art network, consisting of 37 full motion digital Portrait and Landscape screens across 12 Sydney Metro Northwest stations, has gone from strength to strength. Our clients have taken advantage of these premium transit assets rolling out strategic placements, contextually relevant copy and eye-catching creative concepts. In addition, the network is now able to be accessed programmatically via Vistar Media.

Soon enough, the Sydney Metro will begin travelling beyond Chatswood, under Sydney Harbour to the CBD and through to Sydenham and see an additional 2,645 daily services added with an estimated 160% growth in patronage (Source: Sydney Metro). TorchMedia is proud to offer premium Transit Media solutions to advertisers and to recognise this important milestone for our Sydney Metro Digital Network, we wanted to reflect on some of our favourite campaigns from the past year!

Johnnie Walker Blue Label

Premium, High Impact

Aligning Digital Landscapes at Castle Hill Metro Station with the immersive and popular Tunnel Wrap which leads directly into Castle Towers Shopping Centre, Johnnie Walker Blue Label achieved a premium station domination campaign impact.

With animated creative taking advantage of the network’s full motion capabilities, the campaign provided high impact, path to purchase coverage.

Scape

Day-parted messaging

Scape promoted their student living services to students in close proximity to tertiary education precincts, such as Macquarie University. The campaign capitalised on key timing for students, engaging them on their journey as the university semester began.

Scape carefully curated their campaign to take advantage of the network’s full motion and day-parting capabilities – tailoring messages to an array of student needs throughout the day.

Aqualand

Full Motion Digital

Aqualand Australia utilised Sydney Metro’s Full Motion digital capabilities to provide a real-life glimpse into their dream Lavender Bay property, Blue. Curtains opening to showcase the harbour views from the property created an immersive experience.

QR codes also provided the ideal opportunity to create a meaningful connection with potential luxury buyers.

Kayo

Contextually relevant

Kayo embraced the transit environment, asking people to Get on Board with Kayo as they boarded the Metro. Promoting the beginning of the winter sports season, Kayo’s campaign spoke to commuters at multiple touchpoints throughout Metro stations as they combined Digital Landscapes and Portraits with on platform static Showcase placements.

Shein

Time sensitive placements

Aligning with the biggest shopping events of the year, Shein used time sensitive placements to promote their Black Friday and Boxing Day sales. With 72% of commuters choosing to wait for sales to make purchases, Shein targeted eager shoppers on their daily commute (Source: Nielsen Consumer and Media View 2023).

The Lottery Office

Dynamic Scheduling

One of the first campaigns to go live on the Sydney Metro digital network, The Lottery Office utilised dynamic scheduling to promote various jackpots and the countdown to prize draws. The digital network offered The Lottery Office the opportunity for broadcast reach with Out-of-Home without compromising the time sensitive and varied requirements of their messaging.