Making the bells toll for BINGE
BINGE
Binge Bells
Binge needed to announce the arrival of one of the biggest streaming live events of the year - the WWE Elimination Chamber in Perth. To do this, they needed an idea that’s just like the wrestling: loud, well-scripted, and willing to break the rules a bit. "Binge Bells" was recognised with a Silver Skull at the 2024 PADC Awards.
Project partners:
The Problem
A massive Perth event needed an equally massive Perth idea.
Binge is one of Australia’s biggest video streaming services, but they weren't known for their live sports coverage in a market obsessed with sports. It was time to announce the arrival of one of the biggest streaming live events of the year - the WWE Elimination Chamber in Perth, Western Australia, with a bang.
The Solution
All of the bells, but none of the whistles.
Perth happens to have one of the largest set of musical bells on Earth, in the Perth Bell Tower. This presented the perfect opportunity to create some media attention for Binge and the WWE event.
We orchestrated a viral stunt where WWE Superstar Grayson Waller ‘broke into’ the Bell Tower and made the iconic ‘Ding Ding Ding!” bell sound that kicks off every WWE match, every hour on the hour.
But that's not all - we worked with the Bell Tower Ringers to change the song, for real. So every hour, the people of Perth were reminded of the WWE.
Our strategy involved influencers, the public and the media being drip-fed the story which changed one of Perth’s most iconic sounds into something 100% ownable by Binge and the WWE.
From our Client
“Ding Ding Ding! We were so excited about the WWE Elimination Chamber coming to Perth, and when the guys at Marketforce mentioned something about a Bell Tower, we knew we had to use it to make our mark on this wonderful city.”
Fiona King, Director of Marketing, BINGE.
