BINGE 'THE UNDOING'

TitleBINGE 'THE UNDOING'
BrandSTREAMOTION
Product / ServiceBINGE 'THE UNDOING'
CategoryB02. Use of Ambient Media: Large Scale
EntrantTHINKERBELL Melbourne, AUSTRALIA
Idea Creation THINKERBELL Melbourne, AUSTRALIA
PR THINKERBELL Melbourne, AUSTRALIA

Credits

Name Company Position
Adam Ferrier Thinkerbell Chief Thinker
Tom Wenborn Thinkerbell Executive Creative Tinker
Grant Anderson Thinkerbell Head Production Tinker
Natalie Duncan Thinkerbell Head Thinker
Tarah Miller Thinkerbell Lead Thinker
Annabel Williams Thinkerbell Thinker
Elsa Caruso Thinkerbell Creative Tinker
Jack Dinsmoor Thinkerbell Design Tinker
Alison Hubert-Burns Binge Executive Director
Louise Crompton Binge Chief Marketing Director
Asha Burns Binge Head of Communications
Ryan Austin Apparition Media Account Service
Tyson Hunter Apparition Media Co-Founder

Why is this work relevant for Brand Experience & Activation?

A great drama series often becomes a subculture of its own. People share fan theories, search for clues and find themselves watching alongside millions of others even if they’re streaming on their own. By taking a small clue from the show and turning it into a show stopping moment for more than 405 million people to see Binge managed to bring together viewers in a completely new way.

Background

Binge, Australia’s newest streaming service, wanted to let all Australians know that there was only one place to stream the latest HBO drama, The Undoing, starring Nicole Kidman and Hugh Grant. With a limited budget, Binge needed a stunt that would garner media attention.

Describe the creative idea (20% of vote)

The Undoing is a psychological thriller about money and murder which unravels clue by clue. Binge took a small detail from an episode, an oil painting of Nicole Kidman's character and turned it into an 18-storey work of art, high above the Sydney skyline. Once the giant portrait had captured the attention of the nation it began to come undone. Following the theme of the show and unravelling to reveal the artwork for the show.

Describe the strategy (20% of vote)

Aimed at 25-40 year olds, the optimum media organisations to target was National news outlets. By creating the biggest oil painting in the southern hemisphere Binge were able to create an exciting media hook.

Describe the execution (30% of vote)

The oil painting took 5 days to complete as the nation watched on, guessing who the portrait was of with each brush stroke. Once finished the painting remained untouched for 3 days before it began to come undone and reveal the next artwork. The iconic location was chosen for its scale and high foot traffic. It was unique (a never before activated site) and also sat above Tropicana Cafe (birthplace of Tropfest to which Kidman has frequented). In addition, it was in close proximity to the famous Coca-Cola sign: a true tourist hot-spot in Sydney.

List the results (30% of vote)

Over the course of the stunt the installation received coverage from every TV news network in the country, all with 100% BINGE branding. Globally the oil painting was seen by 405 million people. And The Undoing became the most watched show in the platform’s history.