Campaign: MediaCom Unleashes Devious Maid On Sydney

Premiering on Universal Channel on 24 July at 8:30pm, the American television comedy-drama series ‘Devious Maids’ hits Aussie shores, and centres on a close-knit group of five Latina maids who are bonded together by their jobs, life struggles and the melodramatic universe that engulfs their wealthy Beverly Hill’s employers.

From the creator of Desperate Housewives and Executive Producer Eva Longoria, the series has already captivated American viewers.

The key media challenge was to build interest around the TV premiere for a show yet to have significance in the Australian market. Rather than simply telling viewers what they could expect, in a bold and daring manner, MediaCom Beyond Advertising (MediaCom’s experts in brand entertainment), created conversation and intrigue around the series in a way that reflects the true nature of the show – clever, witty, outrageous and downright devilish.

Building upon Universal Channel’s ‘100% Characters’ brand positioning, MBA sent its own Devious Maid in to the streets of Sydney to cause havoc and play pranks on unsuspecting members of the public. As each reaction is captured on camera the plot thickens, culminating in a fun two-minute video that gives the Australian audience a taste of things to come when Devious Maids starts on 24 July.

To create a true, through the line media execution, news of the video will break via an integrated radio segment presented by KIIS radio royalty, Kyle and Jackie O. Further amplification across KIIS, Universal Channel’s social channels will ensure the video picks up traction well beyond the Sydney streets.

Gemma Hunter, executive creative director and head of MBA said “Partnering with Universal Channel to create a fresh piece of local content to promote their upcoming show Devious Maids was a lot of fun. Great clients recognise that they need to push their communications strategies past the traditional media mix and invest in communication that entertains their audience, especially when their business is entertainment. It was a no brainer that our local communication needed to be as entertaining as the show itself but with a dash of local Aussie humour.”

Great work has been high on the agenda for MediaCom’s MBA this year, with the Queensland Government campaign ‘End HIV’ changing attitudes towards HIV, and award-winning campaigns including Westpac ‘Air Rescue’ earning a Silver Pencil at The One Show, and two bronze awards for NSW Government Hep C campaign ‘Enter the Party’ at the Festival of Media Global Awards.

CREDIT LIST

Gemma Hunter – Executive Creative Director, MediaCom

Shelby Craig – Creative Director, MediaCom

Josh Butt – Head of Production, MediaCom

Tessa Wood – Producer, MediaCom

Taylor Thornton – Copywriter, MediaCom

Rhiannon Argote – Client leader, MediaCom

Paul Ferrante & Amanda Margariti – Connections Planners, MediaCom

Louise Romeo – Investment Director, MediaCom

The Precinct – Production Company

Richard Vilensky – Director, The Precinct

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