CHANNEL SEVEN

CHANNEL SEVEN

THE CHALLENGE

Seven wanted to create hype to launch the new season of Hell’s Kitchen. Their brief was to find a compelling way to create an impact in a crowd of people to maximise potential reach of their message and generate top-of-mind awareness

 

THE EXECUTION

Black Raven Media acquired an activation space between Caxton Street Station and Suncorp Stadium to capture the attention of the State of Origin crowd. A 6m x 3m? digital billboard illuminated the street as game patrons passed and a cohort of walking billboards canvassed surrounding pubs and restaurants to showcase Seven’s creative messaging throughout the precinct with a virtual reality booth providing deeper engagement opportunities.

THE OUTCOME

The Hell’s Kitchen creative reached tens of thousands game attendees, with hundreds more taking part in the exclusive virtual Hell’s Kitchen experience. Amongst a competitive line-up, the Hell’s Kitchen launched dominated its timeslot and exceeded the audience expectations of the network. Since then, Seven has engaged Black Raven Media for additional promotional stunts.