Meat and Livestock Australia has enlisted a pessimistic fortune teller in an interactive outdoor activation as part of its ongoing beef campaign.
Meat and Livestock Australia’s latest campaign brings to life a Zoltar-esque fortune teller as part of an interactive outdoor activation.
It uses motion sensors in outdoor billboard panels to offer passersby a palm reading when they place their hand on the screen – although it’s not the most uplifting fortune ever told.
The ‘Miss-Fortune Teller’ offers more than three dozen tongue-in-cheek fortunes ranging from “Unspeakable riches will come your way…from a Nigerian email account” to “The truth hurts my friend. Seek the advice of a pharmacist for a rash cream to soothe what words cannot”.
The fortunes are also sent via phone or social platforms along with a reminder that with beef, you’ll be better prepared for what life throws at you.
Group marketing manager for MLA, Andrew Howie said: “These partnerships allow us to utilise first-to-market technology to bring to life innovative and ground-breaking creativity. We want to leave shoppers with a positive, fun-filled brand experience, while drawing attention to the health benefits of beef.”
The campaign, which was developed by BMF and Ooh! Media, aims to drive shopper engagement. It’s part of the ‘You’re Better on Beef’ campaign.
The campaign uses Ooh! Media’s ‘Excite’ screen technology that includes sound, touch, and gesture recognition, as well integration with mobile, online and social media. It also offers the client and agency reporting of the interaction.
Cam Blackley, BMF ECD, adds: “With MLA we always look for a way to be playful in our comms and these screens certainly played to that. It’s light entertainment at a time folks are probably a bit frazzled…so with any luck they’ll head straight to the meat-counter for their remedy.”
