Painting Brisbane Maroon for State of Origin
When Queensland's biggest sporting moment arrived, XXXX Gold made sure the whole city knew where it stood. Here's how a full-site takeover painted Brisbane maroon.
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Ahead of another big summer of cricket, goa teamed up with the Brisbane Heat and NOVA 106.9 to take fan engagement off the field and into the community — turning two digital billboard sites at Woolloongabba and Stafford into live activation zones.
The partnership brought together players, fans and the team from NOVA 106.9 for a day of giveaways, carpark cricket and on-air excitement under the billboards.
Each site came alive with the sound of NOVA’s live radio cross, impromptu interviews, and plenty of laughs as the Heat players joined in for a quick hit of cricket with fans. The team’s mascot was on hand for photos, while passers-by scored free match tickets and a chance to meet their favourite players.
It was an activation that showed the best of three brands — the Heat’s talent, Nova's infectious energy, and our ability to turn
Out-of-Home into a live, two-way experience.
For us, the collaboration demonstrated how digital billboards can move beyond awareness to real-world connection. The Woolloongabba and
Stafford sites became community spaces for a few hours — places where sport, media and audience came together in real time.
“Partnerships like this show the creative potential of our medium,” said Hannah Swarbrick, goa's Brand Manager. “When you combine the right brand, the right moment and a bit of local energy, you turn a billboard into something people want to be part of.”
The Brisbane Heat partnership builds on our ongoing work with Queensland’s biggest sporting brands — connecting fans with their teams,
their city and the moments that make summer in Brisbane unmistakably ours.
When Queensland's biggest sporting moment arrived, XXXX Gold made sure the whole city knew where it stood. Here's how a full-site takeover painted Brisbane maroon.
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