Channel Ten were looking to promote the new season of “I’m A Celebrity, Get Me Outta Here”, through an engaging activation that would encourage on site and social interaction. Channel Ten were looking to target several suburbs within each market, which meant BRM would need to install activations within different sites throughout the campaign period.
Black Raven Media ran activations within all markets, with up to four Westfield locations in each. This involved running the activations back to back, with staff bumping in and out each day. The activation included a jungle-themed photo set that gave participants the opportunity to dress up like a contestant and “enter the jungle”. Participants were given hats and khaki shirts to get into character. To increase engagement further, a large snake with a snake handler were positioned near the photo space for people to take photos with.
Each activation successfully engaged with the shopping centre audience through engaging staff and an exciting photo opportunity experience. The public were incredibly receptive to the snake, which helped to drive more people to the site and increase social media uploads. Staff helped to encourage social media posts once the photos were taken to drive entries.
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