The latest season of Australian Survivor: Brains V Brawn II has attracted sponsorship from a diverse range of brands all looking to engage both loyal fans and new audiences.
For the first time, furniture giant IKEA joins as an integrated brand sponsor, bringing comfort-focused rewards to the castaways in Samoa.
Meanwhile, private health insurer ahm has incorporated Australian Survivor IP into a custom animated TVC, aligning with its ‘You’re Good’ campaign.
Head of integration and partnerships, Paramount Brand Studio, Tamar Hovagimian, said these were just two of the varied brands accessing premium assets this season showing the audience power of the format.
“We cannot wait for audiences to see the brand moments for IKEA in this season of Australian Survivor: Brains V Brawn that will juxtapose the harsh conditions of camp life with the comfort of IKEA’s complete sleep range.
“The added element of an audience competition to win generous IKEA vouchers will also elevate engagement with viewers keen to get their own slice of comfort,” said Hovagimian.
Head of media for IKEA Australia, Peter Moore, said: “We’re thrilled for IKEA to be a key sponsor for this season connecting with a fiercely loyal and engaged national audience.
“We could not think of a better platform than Survivor to highlight the importance of sleep and the comforts from home we often take for granted. With nearly three in four Australians struggling to get a good night’s sleep, we have no doubt that our Survivor contestants will be feeling this firsthand.
“It has been a pleasure collaborating with the Paramount Brand Studio team to design a meaningful and impactful sponsorship to showcase IKEA, through in-program integrations, and clever use of our brand creative,” he said.
Head of integration and partnerships, Paramount Brand Studio, Tamar Hovagimian.
ahm head of marketing, Samantha McLeod, said: “The Australian Survivor IP was an ideal alignment for ahm to lean into and create a fun and engaging TVC that echoes this iconic format and amplifies our brand.”
Hovagimian added: “These sponsorships are a win-win elevating both our show and the brands in fresh and entertaining ways that we know will connect with audiences and deliver tangible brand outcomes.”
Expedia has also signed on as a sponsor, with additional brand partnerships set to be revealed throughout the season.
Australian Survivor: Brains V Brawn II continues tonight and Wednesday at 7.30pm on 10 and 10Play