Yarra Trams’ Spencer Street Takeover isn’t just eye-catching—it’s a reach machine. Over 28 days, the corridor generates roughly 5.9 million impressions. 7-Eleven, working with PHD Media Australia and Clemenger BBDO, has tapped the format by wrapping six tram shelters to make one message unmistakable: Anytime is 7-Eleven Time.
What is the Spencer Street Takeover?
A concentrated transit OOH package on one of Melbourne’s busiest commuter corridors. Multiple shelter wraps form a continuous, high-impact canvas that commuters can’t miss.
Why it works for 7-Eleven
Convenience is a time-of-day business. Shelter placements hit audiences at AM coffee runs, midday top-ups and late-night cravings. The “Anytime” line syncs perfectly with the commute’s natural rhythms.
Results & reach
With around 5.9M impressions in 28 days, the takeover drives frequency and top-of-mind recall. High dwell times at stops mean longer engagement windows and stronger message retention.
Collaboration that scales
Executed by 7-Eleven with @phdmediaaustralia and @clemenger_bbdo, on @yarratrams infrastructure, the activation showcases how coordinated partners can unlock the full power of a premium transit corridor.
FAQs about this campaign
What is the Spencer Street Takeover?
A high-impact transit OOH package on Melbourne’s Spencer Street where multiple tram shelters are fully wrapped to create an immersive, contiguous brand presence.
How many impressions does it deliver?
Approximately 5.9 million impressions over a 28-day period, driven by concentrated commuter flows and extended dwell times.
What did 7-Eleven execute?
In partnership with PHD Media Australia and Clemenger BBDO, 7-Eleven wrapped six tram shelters to reinforce the line ‘Anytime is 7-Eleven Time.’
Why does this work for transit audiences?
Shelter wraps intersect daily routines at eye level, delivering repeated exposures across morning, midday, and evening peaks—ideal for time-relevant convenience messaging.
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