To honour the scale of the show, nothing was left un-dragon-a-fied.
BINGE, to mark the arrival of the House of the Dragon, has delivered a dragon takeover of Australia via an integrated campaign.
The three month campaign beginning in August and ending in October - across paid, owned, earned and social channels - was created in partnership with an agency village including Thinkerbell (creative and earned), Mindshare (media), We Are Social (social), Wonder (dragon egg activation) and Habitat (dragon eye and creative OOH).
To honour the scale of the show, nothing was left un-dragon-a-fied. The campaign included placements across the Southern Hemisphere’s largest billboard, national TV, cinema, print, outdoor, ambient, radio, video, display, social & search.
The campaign also included the execution of a massive 3D billboard on The Bourke, on Bourke Street, Melbourne (an oOh! Media site), which was developed by The Mill. As the first episode of the show dropped on BINGE, a giant dragon appeared and roared.
Alison Hurbert-Burns, BINGE executive director said: “House of The Dragon is the year’s biggest TV show, so naturally we wanted to go big with our campaign…and that’s what we have done. Along with our wonderful agency partners, we have delivered the largest scale campaign ever implemented for BINGE since its launch in 2020.
“At every touchpoint, around every corner and in every channel, people will be seeing and hearing about Dragons.
“It’s been three long years since the Game of Thrones finale went to air, and fans, like me, have been eagerly awaiting the prequel set 200 years prior. Now the wait is over with House of the Dragon now streaming on BINGE with new episodes weekly.”
Credits:
Client - BINGE
Digital media - Streamotion
Creative and earned - Thinkerbell
Media strategy & buying - Mindshare
Social - We Are Social
Dragon egg production - Wonder
Dragon eye production and creative OOH - Habitat
3D Billboard - The Mill
Earned photography - Aaron Walker
Earned videography - Tim Smith
Executive Director, BINGE - Alison Hurbert-Burns
Director of Marketing, BINGE - Annabelle Greene
Director of Communications, BINGE - Asha Burns
Executive Director Foxtel Group Media, John Matthews
Head of Media, BINGE - Tim Micallef
Senior Marketing Manager, BINGE - Kara McEwan
Senior PR Manager, BINGE - Chelsea Metaxas
Publicist, BINGE - Charlotte Leddie
Design Lead, BINGE - Susanna Ichwandi
AV Lead, BINGE - Reilly Baker
Motion Graphic Lead, BINGE - Santiago Florez Fernandez
