MAFS season 11 premiered to a national audience of 1,252,000 and a BVOD audience of 189,000.
The move comes shortly after P&O Cruises launched its first brand platform in 10 years with Supermassive.
Australia's video gaming industry reached $4.2 billion in 2022 up from $2.67 billion the previous year.
The films are part of a strategy to engage audiences with the brand as smartphone sales decline globally
"Showing that a hard earned thirst doesn’t just take brawn, it also takes skill."
The campaign comes via Compare the Market's in-house agency, lead by CMO Andrew Holt.
"The natural next step was to continue that GO BIG feeling beyond the booking moment."
Adam Wise: “There's a lot of emotion built into the campaign."
Michelle Klein told Mediaweek the changes aim to "reinvigorate the customer experience"
The campaign follows the launch of the Google Pixel 8 Pro in October 2023.
“We're hoping to build that strong emotional connection with the brand again.”
"Some of the region’s most dynamic and engaging athletes both on and off the pitch."
The ad premiered at the 33rd Flickerfest 2024 Short Film Festival in Bondi.
Global advertising spending is expected to top $1 trillion for the first time.
The most valuable broadcaster was the Nine Network
The event will highlight the Australian agencies and brands that have delivered impactful and entertaining campaigns to the platform
The nationwide campaign asked Australians to vote for which regional town its “Big Rainbow” installation should live in.
Mediaweek speaks to the tourism experts steering P&O's new brand platform
