Seven’s Holey Moley promotes chance to win via interactive billboard

Leading up to the launch of Holey Moley, Seven’s out of home campaign features an interactive bus shelter advertisement filled with golf balls, and encouraging commuters to guess how many are pouring out of Australian golf legend, Greg Norman’s, mouth.

Holey Moley will start on 1 February, with Norman acting as the ‘resident golf pro’. The lineup also includes Sonia Kruger as host and American actor and comedian Rob Riggle and Matt Shirvington as commentators.

The interactive bus shelter is located on the Gold Coast

The interactive campaign involves the scanning of a QR code, which has experienced a resurgence in popularity due to COVID-19 contact tracing procedures. A number of brands have employed QR codes in their recent campaigns, including shopping app Klarna and Volkswagen.

The bus shelter is located on Queensland’s Gold Coast, but all Australians can get involved in the campaign by scanning QR codes on static advertisements and submitting a guess. The Gold Coast was targeted, as it is where the program was filmed last year.

Kruger, Riggle and Shirvington also feature in a range of ads running across a number of QMS out of home formats.

“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,” said Seven chief marketing officer Charlotte Valente.

“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.”

Ten winners will receive a Holey Moley experience and prize pack. Winners will be contacted by 3 February.

QMS CMO, Sara Lappage, said: “It is exciting and refreshing to see clients start to consider outdoor differently.”


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