22 Aug Seven and Adshel sweeten commute with immersive outdoor campaign and competition to launch Zumbo’s Just Desserts
Adshel and Seven have joined forces with an immerse outdoor campaign to promote the launch of the upcoming series Zumbo’s Just Desserts, featuring celebrity chef Adriano Zumbo. The colourful Bus and Tram Shelter activation is designed to capture the attention of commuters, start conversations about Zumbo’s exciting new show and drive audiences to tune in at 7.30pm this Monday.
The creative installations, at Top Ryde Shopping Centre in Sydney and on St Kilda Road in Melbourne, include a colourful wrap and feature a number of Zumbo’s famous macarons, built into the Adshel Bus and Tram Shelters. Commuters are invited to count the number of macarons and enter the draw to win gift vouchers to enjoy their own Zumbo treats.
Targeting a wide cross-section of audiences, the immersive campaign is supported by a national street furniture campaign, to extend the reach and deliver greater campaign effectiveness. Seven’s Head of Marketing, Ana Bacic said; “Seven is all about innovation and connecting with our audiences wherever they may be. This is another example of the great collaboration between Seven and Adshel. This immersive campaign sees the audience experience the sweet creation of Zumbo’s Just Desserts themselves. The high impact installations together with a national outdoor campaign bring to life the fun and freshness of Zumbo’s Just Desserts. We are putting the desserts themselves front and centre. Our partnership with Adshel continues to be an effective way to promote our exciting new series, and give Australians a taste of what’s to come.”
Adshel’s Sales and Marketing Director, David Roddick, said: “This is a deliciously immersive Adshel execution as imaginative and colourful as the astonishing desserts that Zumbo’s fans have come to love. With national placements across the Adshel network, there’s no missing all the ingredients of the new series, while the competition element will make for much sweeter engagement amongst the core audience. It’s a great example of Adshel’s ability to connect with hundreds and thousands of consumers and will put the icing on a wonderfully playful campaign.”
Media Strategy: Seven Network Marketing
Media Agency: MEC