See how Isuzu UTE drove into an incredible brand integration with Farmer Wants A Wife
1
InspiRED
- Increase brand awareness of the Isuzu D-MAX and MU-X models.
- Demonstrate how the Isuzu D-MAX and MU-X allows drivers to ‘Live Their Own Way’.
- Reinforce connection with Isuzu D-MAX and MU-X drivers as well as potential customers who are wanting extra freedom and balance.
2
DeliveRED
Farmer Wants A Wife celebrates everyday farmers and ladies choosing to live their own way.
From working on the Australian landscape to navigating the highs and lows of searching for true love, FWAW captures the work balance and freedoms, and relatable every life.
► 7 million Aussies reached through FWAW platform in 2023
► 7 out of 10 viewers are auto intenders (7% more than the Seven audience)
Farmer Wants A Wife provides the genuine environment for Isuzu UTE Australia to celebrate the core platform of ‘Live Your Own Way’; serving as the trusted vehicle that meets the rigorous demands of farm life, while also being the vehicle that enables freedoms to be enjoyed.
Driving the farmers as they live their own way
The Isuzu D-MAX and MU-X was front and centre, facilitating every on-ground moment. Natural and authentic integration showed the trust in the Isuzu UTE range to perform in the harsh Australian landscape, while also heroing its capability in being the freedom enabler.
► Vehicle in program integration (over delivering on minutage by 75% due to the authentic alignment).
► Integration 30” vignettes celebrating brand sentiments.
Making brand attributes unmissable
High impact, premium cross-platform partnership assets were employed to compliment the natural integrations while creatively reinforcing the Isuzu D-MAX and MU-X attributes to the FWAW viewer.
► Enhanced Advertiser Viewing Experience Short Breaks.
► Solus Billboards and 7plus Bumpers.
► Priority Pre-Roll.
Bringing viewers closer to Isuzu UTE Australia
The Isuzu D-MAX and MU-X drove its way off the farms around Australia and directly into the driveway of the FWAW viewer. Premium user interactive formats via Connected TV allowed viewers to experience Isuzu UTE’s range and how they too can live their own way.
► 7Interactive
3
MeasuRED
Goal 1:
Increase brand awareness of the Isuzu D-MAX and MU-X models.
► +17pt uplift in Isuzu D-MAX brand awareness
► +14pt uplift in Isuzu MU-X brand awareness
Closing the gap between competitor model brand awareness.
Goal 2:
Enjoy strong uplifts in core Isuzu UTE Australia brand perceptions and messaging.
► Reliable +10pt uplift
► Adventurous +12pt uplift
► Trusted +12pt uplift
► “Isuzu UTE provides me the freedom to venture off road” +19pt uplift
► “Isuzu UTE helps me live my own way” +16pt uplift
Goal 3:
Connect with potential customers, moving them down the purchase funnel.
► +18pt uplift in research and enquiry among FWAW viewers for Isuzu UTE models (growing to +36pt uplift among FWAW 7plus viewers).
Bonus Goal:
Overperform for a first-year sponsor.
► Isuzu UTE Australia surpassed 1st year sponsorship awareness levels, tracking at 2nd year levels.
► 8 in 10 saw FWAW and Isuzu UTE Australia as a great brand fit, surpassing SWM benchmarks of 61%.
Partner Agency: Essence Mediacom
Creative Partner: 7RED Engine Creative
