Airtasker, Australia’s no.1 local services marketplace, is set to hit primetime TV with the launch of Like a Boss — its first major advertising campaign.
The campaign will launch on September 18 and will feature on Network Seven Sydney during the airing of the AFL Grand Final broadcast and the premiere of the new season of the X-Factor. Versions of the campaign will also run nationally across out of home (billboard advertising), online video, digital, and over social.
It serves as the Sydney-based startup’s first major advertising campaign, launching off the back of Seven West Media’s strategic investment in the company earlier this year.
“The phrase ‘Like a Boss’ is all about empowerment. Whether you’re looking for more flexibility or control in the way you work, or if you need a helping hand to get more done in life, Airtasker can help,” said Simon Reynolds, Airtasker VP Marketing.
“Our community members found a great feeling of accomplishment when using Airtasker, to the point where they just might break into dance. So we wanted to bring this to life in our first major marketing campaign.”
“This campaign marks a major shift in our approach. We’ve been relying on word of mouth for growth, but are now using our brand to move our growth beyond “in-the-know” early adopters, and into the mainstream,”
Airtasker CEO and co-founder Tim Fung said: “Our community members have been along for the ride with us since day one, particularly the growing number that use Airtasker as a main source of income.”
“With tens of thousands of Australians using Airtasker to earn money or get things done each month, we hope this campaign and the themes it covers resonates with all of them. And like us, they get a little laugh out of it too.”
The Like a Boss campaign was created by U Don’t Know Us (UDKU), a creative innovation agency that specialises in helping corporates innovate and startups compete at scale.
The agency, founded by ad agency and management consulting executives, has flown under the radar since their formation three years ago. This advertising push from Airtasker serves as their first formal public campaign.
“This is the first time we’ve been able to claim credit for our work,” UDKU partner and co-founder Colin Jowell said.
“To now, we’ve been working on projects like concept stores, prototypes and customer experience innovation strategy-hardly the kinds of things that our clients want to alert their competitors to in advance.”
CREATIVE CREDITS:
Client: Airtasker
Campaign: Like A Boss
Title: Cynthia & Derek
Agency: U Don’t Know Us (UDKU)
Managing Partner: U Don’t Know Us
Creative Director: U Don’t Know Us
Account Director: U Don’t Know Us
Agency Producer: U Don’t Know Us
Production Company: Goodoil
Director: Matt Kamen
Executive Producer: Sam Long
Producer: Michael Cody
DOP: Crighton Bone
Production Designer: Guy Treadgold
Editor: Dan Lee – The Butchery
Post Production: The Refinery
Sound: Rumble Studios
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