Hell ENERGY & Blindspot: Three Campaigns That Powered a Nation
HELL ENERGY, one of Romania’s most dynamic beverage brands, partnered three times with Blindspot, the country’s leading digital out-of-home (DOOH) platform. From celebrity-driven launches to national contests, each campaign showcased how programmatic DOOH can translate attention into measurable results.
HELL ICE COFFEE – Star Power Meets Smart DOOH
HELL ENERGY launched a celebrity-driven awareness campaign for its ICE COFFEE line, leveraging Megan Fox‘s appeal to build excitement and elevate prestige. The goal was to captivate local audiences and position their ICE COFFEE line as a premium, stylish beverage ahead of the summer season.
This campaign targeted young, trend-focused Romanian consumers in urban centers, especially Millennials and Gen Z, seeking a fashionable, image-forward drink.
Campaign Footprint
- Duration: 14 days in April
- Total Plays: 196 135
- Total screens: 212
- Run Time: ~9311 hours
Formats
Billboards, urban panels, retail screens, and roadside/transit placements in Romania’s busiest areas.
Impact
- Reached 2.5 million targeted consumers in just 14 days
- Activated across 62 high-visibility locations nationwide
- Cemented ICE COFFEE’s identity as a “must-have” premium product
- Delivered over 2.5M impressions, matching the brand’s modern aesthetic with Fox’s bold presence
By combining celebrity influence, bold creative, and smart placement, HELL Energy achieved mass awareness and sales momentum in record time.
Teaming up with Blindspot was like switching the lights on in a dark room. We suddenly saw our message come to life in bold, brilliant ways.
Patricia Popovici, Marketing Manager @ HELL ENERGY
HELL ENERGY, one of Romania’s most dynamic beverage brands, partnered three times with Blindspot, the country’s leading digital out-of-home (DOOH) platform. From celebrity-driven launches to national contests, each campaign showcased how programmatic DOOH can translate attention into measurable results.
HELL XIXO – Launching New Flavors Nationwide
Under its XIXO sub-brand, HELL ENERGY introduced two new flavors: Lemon Black Tea and Tutti Fruity aiming to spark curiosity and trial among younger, flavor-seeking consumers. The campaign focused on visibility and conversion, placing screens at key shopper touchpoints to encourage impulse buys.
Urban Gen Z and Millennial consumers health-conscious, flavor-curious, were the target demographic
Challenges
- Differentiate new XIXO SKUs in a crowded beverage market
- Drive trial with a limited budget and short launch window
- Influence real-time purchase decisions near points of sale
Campaign Footprint
- Duration: 13 days
- Total Plays: 206 898
- Total screens: 205
- Run Time: ~6793 hours
Formats
Shopping malls, subway systems, and high-traffic urban panels near retail corridors.
Impact
- Built instant visibility across Romania’s top retail environments
- Reached shoppers on the way to the register
- Drove in-store decision-making and trial from the moment products hit shelves
The XIXO campaign showed how strategic DOOH placement accelerates product launches meeting shoppers where they shop, commute, and refresh.
HELL x AMG — “Open the Can, Win a Mercedes-Benz” Contest
HELL ENERGY’s Mercedes-Benz AMG A35 giveaway campaign aimed to generate massive national excitement and drive participation through a DOOH-led promotional blitz.
This campaign aimed to build brand awareness and urgency for a high-stakes sweepstakes campaign reaching audiences in high footfall zones across Romania.
Shoppers, commuters and consumers were the target audience.
Challenges
- Drive national awareness in under two weeks
- Balance the physical product (the can) with a strong digital call to action
Campaign Footprint
- Total Plays: 234 469
- Total screens: 250
- Total locations: 67
- Run Time: ~10 468 hours
Formats
Shopping malls, subway systems, and large urban panels.
Impact
- Achieved nationwide visibility and strong engagement in key markets
- Confirmed a contest winner validating campaign effectiveness
- Demonstrated that DOOH can effectively drive real-world participation through urgency and repetition
This campaign proved DOOH’s power in contest-based marketing, where speed, scale, and real-time engagement are crucial.
Their DOOH magic didn’t just turn heads — it sparked real conversations. Smart tech, great team, big impact!
Patricia Popovici, Marketing Manager @ HELL ENERGY
The Power of Consistency
Across all three collaborations, HELL ENERGY and Blindspot delivered campaigns that combined creative agility, audience precision, and measurable outcomes.
From Megan Fox’s global star power to mall screens driving point-of-sale decisions and nationwide contests turning heads, Blindspot’s DOOH network enabled HELL ENERGY to stay visible, relevant, and unforgettable across Romania’s busiest cities.
