Hell ENERGY & Blindspot: Three Campaigns That Powered a Nation

HELL ENERGY, one of Romania’s most dynamic beverage brands, partnered with Blindspot. From a celebrity-led launch with Megan Fox to a flavor rollout and national sweepstakes, each initiative showcased how programmatic DOOH transforms attention into action.

Together, these campaigns blended creative innovation, audience targeting, and measurable outcomes, proving that DOOH can deliver both instant visibility and sustained consumer engagement.

HELL ICE COFFEE – Star Power Meets Smart DOOH

To elevate its ICE COFFEE line ahead of the summer season, HELL ENERGY turned to the global appeal of Megan Fox. The campaign positioned the product as a premium, stylish beverage for young, trend-conscious Romanians, especially Gen Z and Millennials.

• Duration: 14 days in April
• Screens: 212 across Romania
• Run Time: 9,311 hours
• Formats: Billboards, urban panels, retail screens, and roadside displays

Results:

• Reached 2.5 million consumers in 14 days
• Activated across 62 prime locations
• Delivered 2.5+ million impressions
• Cemented ICE COFFEE as a “must-have” summer essential

HELL XIXO – Launching New Flavors Nationwide

Under its XIXO sub-brand, HELL ENERGY launched two new flavors: Lemon Black Tea and Tutti Fruity – with the goal of sparking trial and driving purchase intent among younger, flavor-seeking audiences. The campaign focused on retail touchpoints to reach shoppers during key decision moments near beverage aisles.

Duration: 13 days
Screens: 205
Run Time: 6,793 hours
Formats: Shopping malls, subway systems, and high-traffic urban panels

Results:

• Drove visibility and engagement across top retail environments
• Influenced impulse purchases at checkout
• Positioned XIXO as a fun, refreshing alternative in a crowded beverage category

This activation demonstrated how strategic DOOH placement can accelerate product trials, meeting consumers where they shop, commute, and refresh.

HELL x AMG — “Open the Can, Win a Mercedes-Benz” Contest

To excite Romanian shoppers nationwide, HELL ENERGY launched a DOOH-driven sweepstakes featuring a Mercedes-Benz AMG A35 as the grand prize.

Screens: 250 across 67 locations
Run Time: 10,468 hours
Formats: Shopping malls, subway systems, and large urban panels

Results:

• Validated DOOH as a driver of real-world actions through visibility, frequency, and urgency
• Achieved nationwide engagement in under two weeks
• Confirmed a grand prize winner, proving participation success

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.

Key Takeaways for Beverage Brands

• Star Power Converts: Celebrity-driven DOOH campaigns deliver rapid brand elevation.
• Context Wins: In-store and transit placements near key purchase zones drive real results.
• Consistency Pays Off: Sustained, multi-format DOOH ensures strong top-of-mind recall.