MLA’s Beef Oracle answers questions in shopping centre activations

To complement the Meat and Livestock Australia (MLA) Beef Oracle campaign which launched last month, Ensemble Australia created a series of live activations which allowed shoppers in Westfield malls in Parramatta and Penrith to ask the oracle questions.

The Beef Oracle Cube – an oversized kitchen oven – answered shoppers’ questions before delivering them gifts including slow cookers, recipes, and other beef and cooking related items.

BMF created the Beef Oracle campaign which sees a talking piece of ribeye beef promote beef as the protein for winter.

Credits:

• Client: Meat and Livestock Australia
• Activations: Ensemble Australia
• Content: Ensemble Australia
• Media: UM
• Creative Agency: BMF

Miranda Ward

Miranda Ward worked for Mumbrella from 2013 to 2017, eventually becoming deputy editor. Miranda joined Mumbrella in September 2013 from Sky News.

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topics beef BMF Meat and Livestock Australia MLA

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Comments: 2

Bill 9 Jul 14

Lame

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cloudy with a chance of meat balls 9 Jul 14

Question for the oracles behind this campaign –
Given the expense of such an exercise, did this activity reach more eyeballs or result in a better quality of message compared to standard OOH?

Looks like a fair amount of money was spent on the site version of this idea askthebeeforacle.com why do a live version?

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