Network 10 has launched a glittery, interactive marketing campaign to promote its upcoming season of Dancing With The Stars which premieres at 7.30pm on Monday 18 February.
The national campaign, which is running across digital and static outdoor, radio, taxi backs, transit, retail, print, digital, social and cinema, aims to build awareness and excitement for the series, now on 10.
As part of the campaign, 10 is partnering with JCDecaux to take cha cha to the streets. At key high traffic locations in Sydney, Melbourne and Brisbane, Dancing With The Stars judge Tristan McManus is giving commuters Cha Cha lessons via an interactive digital panel accompanied by instructional floor decals. Commuters need to simply press a gold button to start the lesson.
JCDecaux’s head of creative solutions Ashley Taylor said: “We are so delighted to work with Channel 10 to bring a bit of Cha Cha fun to the streets of Sydney, Melbourne and Brisbane. The big glittery gold button screams for people to stop and press, and when you hear the Cha Cha music start, see Tristan’s smiling face and follow the basic footwork on the floor decal, you will be able to dance along to the new season like a pro!”
To add some extra glitz and glamour to the campaign, 10 is also working with experiential agency Urban to unleash Dancing With The Stars disco cars onto the streets. The cars will roam main streets in Sydney, Melbourne and Brisbane on Sunday 17 February and Monday 18 February stopping at key locations to hand out Dancing With The Stars branded popcorn for people to enjoy during the show.
Network 10’s head of marketing Brad Garbutt said: “We had so much fun developing this campaign and wanted audiences to have fun with it too. We really wanted to bring the thrill of the dancefloor to the streets and we have, literally! Dancing lessons, disco cars, huge outdoor wraps – like all our recent marketing campaigns, we wanted to go big, and with this campaign we certainly have. So strap on your dancing shoes, take a seat and get ready for a fresh Dancing With The Stars season full of razzle and dazzle only on 10.”
Dancing With The Stars is hosted by Amanda Keller and Grant Denyer, produced by Warner Bros. International Television Production Australia and BBC Studios, from a format created by the BBC and distributed by BBC Studios.
View a Dancing With The Stars TV promo here.
