Network 10’s sophisticated national marketing campaign for I’m A Celebrity… Get Me Out Of Here! was everywhere, all at once during the festive season, building broad awareness and excitement for audiences of all ages to swing into the jungle.
The results for Sunday night’s premiere, up 12% on 2024 and its biggest launch since 2022, plus episode two up 16% year-on-year, show the campaign was a success, drawing in fans of every age to see which celebrities were heading into camp and up for creepy crawly chaos.
Andreana Walton, Head of Marketing, Broadcast and Digital at Paramount Australia said: “It was challenging to be able to reach people during the busy holiday season and to also capture their attention when everyone is traditionally taking a break.
“Our strategy was to take the fun to our viewers, wherever they were spending their time be that at home, at events, or at holiday hot spots, so the excitement and playfulness of I’m A Celebrity… Get Me Out Of Here! became a positive, engaging and interactive part of their experiences and celebrations.
“My team and I have pushed ourselves to be as creative and impactful as possible and collaborated with our media agency Wavemaker, as well as various activation, partnership and event stakeholders, to find clever ways to cut through and connect with our target audiences.”
From TikTok filters, an extensive digital and social campaign, competitions, radio, outdoor, cinema, to events and grassroot activities with bespoke merchandise giveaways, we literally had something for everyone in this campaign.
Some of the key experiential marketing activities included:
- I’m A Celebrity I-Screeeeam Van, visiting popular areas in Brisbane, Gold Coast, Sydney and Melbourne, handing out I’m A Celebrity themed ice creams and activity books;
- Sponsorship of the Parramatta New Year’s Eve Festival where more than 70,000 attendees such as families, millennials and music lovers, enjoyed a themed rock-climbing wall, a competition to scream out ‘I’m A Celebrity… Get Me Out Of Here!’ to win merchandise;
- Outdoor cinema sponsorship in Sydney and Melbourne featuring a themed photo wall, safari-clad staff, face painting and a pop-up jungle popcorn bar with branded popcorn boxes and bug lollies;
- Activations in popular shopping centres giving people the chance to pose with a live snake or participate in the iconic I’m A Celebrity Hell Hole Challenge;
- Partnership with Australia Zoo, with a promo played prior to each show in the Crocoseum, branded cups across the park and photo opportunities with interactive signs.
One fun aspect for the digital and social campaign was a branded effect on TikTok giving users the chance to star in their own I’m A Celebrity… Get Me Out Of Here! opening credits, with influencers and past celebrities joining in. This, along with paid activity on TikTok alone racked up more than 9 million impressions in the lead up to launch, far exceeding expectations.
An extensive outdoor campaign aimed to be in as many places as possible, with shopping centres, street signage, trains and tram wraps, buses and even branded rickshaw pedibikes transporting people to the Australian Open.
The popular Celeb Guess Who? competition was also back encouraging people to log onto the 10 Play website and guess who was heading to the jungle to win a dream trip for four to South Africa.
“This is just a little slice of the campaign we delivered, and we’re incredibly proud of the impact we’ve had attracting viewers to the show,” added Andreana.
Audiences are now glued to the 11th season of I’m A Celebrity… Get Me Out Of Here! where the fun has only just begun including a movie star waiting in the wings ready to join the camp any day now.
I’m A Celebrity… Get Me Out Of Here!
Sunday at 7pm And Monday To Thursday At 7.30pm On 10 And 10 Play.
