SYDNEY TRAINS METRO NETWORK
A data-driven out-of-home content strategy delivered at scale
Client
Sydney Metro & oOh! Media
Year
2022
Role
Art & Strategy Director
Type of Work
Content Strategy Document Branding
UX & UI Design
Video Production
Asset Design
Data Driven Content
In 2022 oOh! Media won the highly sought-after Sydney Metro contract, set to revolutionise the commuter experience across the Sydney Metro City and Southwest Line. The contract handed oOh! media the opportunity to launch a 100% digital and full motion screen network across the metro network and premium Sydney CBD locations, capturing audiences at scale on their daily commutes.
The network of screens not only provides advertising space but valuable content for the community via a dynamic interface. Content includes travel updates, utility information, way-finding, lifestyle content, sustainability messaging, and a creative canvas for the city's creatives and small businesses. All the content is sourced, curated and produced by a specialist team - Content Lab.
Content Lab
As the Art and Strategy Director for this project (and others of a similar nature), I had the opportunity to lead the specialist team responsible for designing and developing a bespoke, smart content package delivered at scale. The team also produced a multi-media tender-winning pitch document, with a bespoke creative direction and branding. Once the contract secured, we moved into production, effectively delivering on the package.
Working with a multi-disciplined team, we were responsible for several deliverables:
Strategic Creative Platform for Tender Response / Document Branding / Content Strategy / On-Screen UX and UI Design / Hype Video Production / Architectural Asset Design / Dynamic Tech Feature Inclusions / Production Costs and Viability
CONTENT PILLARS
We developed a bespoke content strategy divided into four key pillars, these pillars were designed to INFORM, INSPIRE, CONNECT and PROTECT Sydney Metro’s customer community.
INFORM
Keep the community informed and ahead of the curve with global and local news.
"I feel informed and empowered by local and global updates. I live in a connected, future-focused community."
INSPIRE
Inspire residents and visitors with dining, events, local travel and artistic works from the community.
"I’m inspired to explore the city’s vibrant culture and pursue my own passions."
CONNECT
Connect customers to Australia's natural beauty and Sydney's vibrant communities.
"I feel connected to my city and part of an active, inclusive community "
PROTECT
Connect customers to Australia's natural beauty and Sydney's vibrant communities.
"I feel informed and safe during my Metro train experience "
Bespoke Client CMS
The content proposal included a bespoke CMS build, a platform where both the client and our internal team can manage the different channels and a matrix of data triggers and filters, ensuring content is relevant, timely and engaging to the audience.
The content strategy was crafted with the aim of assisting Sydney Metro in accomplishing a variety of important goals::
/ Immerse users in a future state of travel by embracing technology and innovation
/ Improve and drive awareness of environmental sustainability and transport integration
/ Achieve place based design excellence, exceeding expectations now and in the future
/ Contribute to economic growth through activating the day and night-time economy around stations
/ Provide inspiration and opportunities for the community to socialise and connect
/ Provide wayfinding content, service updates and safety info