As part of a broader integrated national outdoor media campaign, Channel 7 is bringing a small part of Holey Moley’s on-screen fun to life on the streets of the Gold Coast, with a bus shelter filled with golf balls.
With the show fronted by Australian golfing legend Greg ‘The Shark’ Norman, the interactive campaign asks locals to guess the number of golf balls inside the panel for their chance to win.
According to QMS Media, the golf ball guessing competition already has locals “queuing up” to count the balls, scan the QR code and enter the competition, for their chance to win a unique Holey Moley experience and prize pack.
Channel 7’s use of a combination of digital and static out of home aims to build brand awareness of Holey Moley among young Aussie families, QMS said, and encourage them to tune in to Australia’s latest TV sensation, which has already proven to be a smash hit in the US.
Seven West Media chief marketing officer Charlotte Valente said the launch called for something more than a standard outdoor campaign to showcase just how unique the new show is and to highlight the fun it delivers.
“Working with QMS, we came up with a simple, engaging and fun concept to give Aussie families a taste of the unique fun that is heading their way when Greg and the team unveil Holey Moley in the coming weeks,” Valente said in a statement.
“We’ve given the local residents of the Gold Coast an advantage by being able to head to the bus shelter and physically count the balls they can see.
“It’s a fantastic location to reach one of our key target markets for Holey Moley. Of course, there is nothing stopping Aussies elsewhere from getting involved by simply scanning the QR code on screen and having a guess.”
QMS chief marketing officer Sara Lappage said this latest collaboration with Channel 7 is a fun way to capitalise on the resurgence of QR codes to engage local audiences and create extra talkability.
“It is exciting and refreshing to see clients start to consider outdoor differently. Our premium network of billboards and street furniture exists in the heart of local communities across Australia, providing a unique platform for advertisers to not only reach local audiences, but to create engagement and communication that is memorable,” Lappage said.
The Holey Moley guessing competition is open now and 10 lucky winners will be contacted by 3 February.
Up for grabs is a fun-filled experience with tickets to Holey Moley Clubs around the country, including Holey Moley merchandise to make sure participants look the part when putting away with friends.
Hosted by Sonia Kruger, along with commentators Matt Shirvington and Rob Riggle, and Greg Norman as the Resident Golf Pro, the comedy game show launches soon on Channel 7 and 7plus.
Credits for the campaign are as follows:
Client: Channel 7
Campaign: Holey Moley Launch
Creative: Channel 7
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