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
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 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.