For one week each year, Brisbane becomes a sea of maroon. This year, XXXX Gold made sure the city's biggest digital billboards did too.
For the State of Origin decider, LION, WPP Media Australia & New Zealand and Alliance set out to paint Brisbane maroon, turning the city's biggest digital billboards into an unmistakable show of Queensland pride.
The campaign ran across two of Goa's premium digital sites - Coronation Drive and Milton - delivering the kind of city-wide presence that's impossible to ignore.
Instead of spreading XXXX Gold's Origin messaging across dozens of locations, the campaign took a different approach: complete ownership.
With 100% share of time across these iconic premium digital Brisbane sites, every ad displayed belonged to XXXX Gold. No competing brands. No shared loops. Just one unmistakable message throughout one of Queensland's biggest sporting weeks.
It wasn't about simply being seen. It was about owning the moment.
A few kilometres away at Milton - right in the shadow of Suncorp Stadium and the XXXX Brewery itself - the Digital Milton ICONIC did something no other site in the campaign could. Its long hoarding gave XXXX the space to spell out a single word, stretched all the way along the structure: queenslaaaaaanderrrrrrr.
It's silly. It's exactly right. It's the kind of line you can only pull off when you've got a canvas built for it and at a site metres from
the brewery gates, it landed with commuters exactly where XXXX has always belonged.
State of Origin isn't a conversation XXXX Gold has to join - it's one the brand has helped shape for decades.
This campaign wasn't about building awareness. It was about reinforcing a position that Queenslanders already know. By securing complete ownership of these landmark digital sites, XXXX Gold became part of the atmosphere surrounding Origin, showing up wherever the city was already looking.
The result was a campaign that felt bigger than the billboards themselves. Brisbane wasn't just seeing XXXX Gold - it was experiencing it across the city.
It's a great example of what happens when a brand commits to owning a cultural moment rather than simply advertising around it.
If you've got a launch, event or campaign your brand needs to own, we'd love to help bring it to life. Get in touch to see what a custom billboard takeover could look like.
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