In the midst of a highly competitive housing market, Canstar, Australia’s largest financial comparison site, needed a way to reach a new audience and promote their hero product – home loans.
Our media-led strategy focused on finding high rating, contextually relevant broadcast programs that our data showed our audience engaged with.
Then, to position Canstar as the expert in their field, we built a campaign around the expert hosts of two of Australia’s biggest reality lifestyle TV shows – Matt Preston from MasterChef and Shelly Kraft from The Block.
Each spot was themed around the celebrity and their respective personalities and played during each show’s ad breaks.
This strategy and creative resulted in a large increase in awareness amongst our core mass affluent and emerging mass affluent audiences nationwide.