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.”