Network 10 has launched a large-scale marketing campaign to support the season five premiere of I’m a Celebrity…Get Me Out of Here!.
The new season starts on Sunday 13 January, two weeks earlier than previous seasons, to compete with Seven’s cricket and Nine’s tennis coverage this summer. However, the official TV ratings period doesn’t re-start until 10 February.
Created with the help of Spark Foundry and Carat, the campaign includes heavy marketing across a broad range of assets including large-format outdoor, radio, street art, transit, retail, cinema, fitness centres, digital, TV, social and print.
On premiere day, 10 will take to the streets to give people a taste of the celebrity jungle life… literally. Pop-up ice cream carts will roam high-traffic locations in Sydney, Melbourne and Brisbane offering free jungle ice cream.
Flavours will include ‘Strawberry Squirm’, blending strawberry and vanilla ripple with crickets (yes, crickets); and ‘Snake in the Mud’, mixing chocolate ice cream with lolly snakes.
The carts will appear at Bondi Beach and Chatswood Mall in Sydney, St Kilda Beach and Federation Square in Melbourne, and Queen Street Mall in Brisbane.
Network 10’s head of marketing and social media, Brad Garbutt, said: “Summer doesn’t always have to be just about sport on TV.
“We know audiences appreciate having a variety of TV viewing options, and by launching I’m a Celebrity…Get Me Out of Here! Earlier, we’re giving our under-50s audience a light-hearted and fun entertainment alternative across this period.
“With this new programming approach, we took the opportunity to market the show differently. Firstly, we went big. Bigger than usual. Spreading the word on the show’s earlier launch date as widely as possible.
“We also wanted to have a bit of fun and bring the jungle experience to life by offering free jungle-inspired ice cream. Try it if you dare! This will be a season of I’m a Celebrity…Get Me Out of Here! not be missed.”
The campaign launch comes after Gogglebox stars Angie Kent and Yvie Jones were revealed as the first two contestants on the new season of the reality TV show.
Global creative platform Shutterstock has entered an agreement to purchase TurboSquid, considered the world’s largest 3D marketplace. For more than 20 years, TurboSquid has been a 3D industry leader, offering a unified 3D workflow, and operating a marketplace offering of more than 1 million 3D models, a 2D marketplace derived from 3D objects, and a […]
M&C Saatchi’s webinar series Open House kicked off last night, with an introductory session from Justin Graham, Group CEO AUNZ and Timothy Ng (pictured below), Account Manager. Open House is an initiative that consists of a series of free webinars, as well offering participants the chance to secure a paid internship, aimed at career movers, […]
WPP was today named in the 2021 Bloomberg Gender-Equality Index (GEI) for the third consecutive year. The Index recognises companies committed to advancing gender equality in the workplace through policy development, representation and transparency. The 2021 GEI is made up of 380 companies from 11 sectors headquartered across 44 countries and regions, all raising the […]
The Australian Road Safety Foundation (ARSF) has teamed up with Spotify and some of Queensland’s leading musicians in a national first that will geotarget drivers within school zones. The Slow Down Songs campaign, which is being piloted in Queensland, will work to keep kids safe within school zones by dramatically slowing down songs and serving […]
Florida’s chief financial officer on Monday (local time) told the International Olympic Committee that Florida would be happy to host the Olympics amid speculation that current host Japan may back out. Jimmy Patronis sent a letter to Thomas Bach, the head of the IOC, as Agence France-Presse reports, “to encourage you to consider relocating the […]
There are few industries that have been hit harder by the coronavirus pandemic than events, with agencies forced to pivot in surprising and innovative directions to survive. Nigel Ruffell is the director of The Company We Keep, a live brand experience agency that hosts events at 15,000 pax, and opened its doors in 2018. With […]
Australian business and finance expert Ross Greenwood has signed exclusively with Sky News Australia as business editor and anchor of Business Weekend. With more than 40 years’ experience covering business news in Australia and around the world, Greenwood brings expertise to the role of Sky News business editor where he will lead the network’s business […]