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
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Lame
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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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