Following on from iSelect’s brand relaunch, Maxus Communications Australia has collaborated with Nine Entertainment Co, Endemol Shine Australia and Leo Burnett to create a unique partnership between iSelect and The Voice, which premiered last night to 1.4 million viewers across the five city metro, ranking in the top two programs with all key demographics.
With iSelect’s new brand platform centred around the concept of “always get it right”, Maxus identified an opportunity for a partnership within the popular show.
The Voice challenges artists, coaches and Australia to “always get it right” by delivering outstanding performances, selecting the right talent to be on their team and then having Australia choose the overall winner.
iSelect is helping The Voice to celebrate the moments when artists and coaches “get it right” through interstitials, a consumer promotion as well as an above the line campaign across broadcast and digital.
iSelect is also taking ownership of The Voice’s audience engagement app, which trended number one on the iOS app store free chart and number one on the free entertainment chart during broadcast beating out SnapChat, Facebook Messenger, Instagram and Facebook.
Maxus head of innovation and partnerships, Shivani Maharaj, said, “It’s been a pleasure to collaborate with Nine Entertainment Co and Leo Burnett to create a unique partnership for iSelect. In 2016, there is still no better channel to drive a return than TV.
“As branded entertainment continues to evolve, Maxus has seen great success leveraging the medium to build our client’s businesses and drive brand growth – from brand health metrics to ROI.”
iSelect’s head of brand and campaign marketing, Kirsten Craven, said, “At iSelect we’re all about empowering our customers to make the right decision and our new creative platform celebrates the satisfaction you feel when you know you made the right call.
“We see The Voice partnership as a natural fit that will help bring our ‘always get it right’ concept to life. We’ll be playing up the synergies between The Voice program and our customer value proposition in a unique and engaging way.”
Maxus Communications Australia