HBF is committed to the moments that matter
Eager to connect with high-value audiences, HBF aimed not just to reach but to deeply engage with the most relevant viewers. Their goal? To dominate and achieve an unrivalled share of voice with a unique television commercial that authentically weaves HBF into the fabric of moments that matter.
The perfect match: capturing hearts and minds
What better way to show that HBF is there for the moments that matter than in Australia’s most talked about social experiment – Married at First Sight. The high-attention format continues to connect with viewers nationwide with its diverse cast, heart-stopping romance and raw human moments, making it the perfect alignment for HBF.
Combined with in-show integration and a Total TV sponsorship with assets to further drive brand awareness, HBF was unmissable in the Married at First Sight moments in 2024.
Nine’s Powered Studios, in collaboration with Mighty Nice, Leo Burnett and HBF, produced a bespoke, integrated 15” TVC that placed Buddy and Jack (HBF’s much-loved quokkas) into a pivotal moment of the show – the Commitment Ceremonies.
The TVC ran throughout the entire series, supported with in-program Billboards. HBF recognised the importance of key format beats such as the Dinner Parties and Commitment Ceremonies, which sparked unmissable moments.
To foster real-time engagement, Nine introduced custom Viewers’ Polls, empowering audiences to actively engage and react to the unfolding drama.
By aligning with iconic moments of the series, HBF not only boosted its visibility but also forged deeper connections with viewers, enriching their brand experience.
The campaign delivered significant results and uplift
HBF leveraged the scale of Married at First Sight to its full potential, with success across multiple brand-health metrics.
27% Uplift in Consideration
HBF’s sponsorship of Married at First Sight sparked a notable rise in consideration among viewers aged 25-54.
Outperformed Industry Benchmarks
The custom-made TVC exceeded industry benchmarks, particularly in engagement and enjoyment, fostering a deeper connection with the brand.
21% Increase In Awareness
HBF was able to significantly close the gap with competitors in ad visbility.
Source: Gemba Brand Study 2024
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