IKEA And ahm Join Australian Survivor: Brains V Brawn II As Major Brand Sponsors.
The new season of Australian Survivor: Brains V Brawn II has attracted a diverse range of brands across a variety of sectors, all leaning into the format to leverage the legion of devoted superfans and connect with new viewers.
For the first time in Australian Survivor history, global home furnishing brand, IKEA will treat the castaways in Samoa to much-needed everyday comfort as an integrated brand sponsor.
Private health insurer, ahm, is also harnessing Australian Survivor IP in a bespoke animated TVC aligned with its ‘You’re Good’ platform.
Tamar Hovagimian, Head of National Advertising Partnerships, Paramount Brand Studio, said this was just two of the varied brands accessing premium assets this season showing the audience power of the format.
“We cannot wait for audiences to see the brand moments for IKEA in this season of Australian Survivor: Brains V Brawn that will juxtapose the harsh conditions of camp life with the comfort of IKEA’s complete sleep range.
“The added element of an audience competition to win generous IKEA vouchers will also elevate engagement with viewers keen to get their own slice of comfort,” said Tamar.
Peter Moore, Head of Media for IKEA Australia said: “We’re thrilled for IKEA to be a key sponsor for this season of Australian Survivor: Brains V Brawn, connecting with a fiercely loyal and engaged national audience.
“We could not think of a better platform than Survivor to highlight the importance of sleep and the comforts from home we often take for granted.
“With nearly three in four Australians struggling to get a good night’s sleep, we have no doubt that our Survivor contestants will be feeling this firsthand.
“It has been a pleasure collaborating with the Paramount Brand Studio team to design a meaningful and impactful sponsorship to showcase IKEA, through in-program integrations, and clever use of our brand creative,” added Peter.
ahm Head of Marketing, Samantha McLeod, said: “The Australian Survivor IP was an ideal alignment for ahm to lean into and create a fun and engaging TVC that echoes this iconic format and amplifies our brand.”
Tamar added: “These sponsorships are a win-win elevating both our show and the brands in fresh and entertaining ways that we know will connect with audiences and deliver tangible brand outcomes.”
Expedia also joins Australian Survivor: Brains V Brawn II as a sponsor with even more brands to be announced during the broadcast.
Keep watching this explosive season to see these brands and more come to life and which castaway can outwit, outplay and outlast the competition to be crowned the sole survivor.
