Hearts & Science’s content division, Shape, has integrated LG home and entertainment appliances in the first round of home reveals on Seven’s Dream Home.
LG integrated its technology into contextually relevant moments on the program to showcase how the brand can be one of the building blocks in creating the ultimate home.
The brand will promote its suite of home entertainment and appliances in a marketing campaign that spans Seven’s broadcast and digital ecosystem, LG, and retail channels.
LG has further extended their partnership by leveraging 7CIC, Seven’s new shoppable, in-content ad product.
The product takes contextually relevant moments that line up with a client’s brand and are identified by 7CIC in content. A “shop now” button appears and invites viewers to use their remote to open a full-screen ad with brand messaging and a QR code to direct people to the client’s website.
Gemma Lemieux, LG marketing director, said: “We are excited to be a launch partner for Dream Home and deliver incredible home makeovers fitted with LG’s innovative technology to some very deserving Aussies. LG products help to enhance and elevate the everyday life of a homeowner, therefore integrating into Dream Home made complete sense.
“And viewers will now be able shop our products that they have seen in the show, from the comfort of their sofa via Seven’s new shoppable format.”
Dream Home, hosted by Chris Brown, debuted on Seven and recorded a total TV national reach of 2,253,000, a total TV national audience of 950,000, and a BVOD audience of 64,000.
Lauren Peris, Hearts & Science trading director, added: “Unlocking an integrated sponsorship of this magnitude with a first-to-market shoppable ad format has been a tremendous effort from our Hearts & Science media team and content division, Shape.
“We are committed to finding new and better ways for our clients to innovate and cut through in advertising, through partnerships that deliver seamless creative integration tied to real-world shopping moments, which is the key to our clients winning in today’s attention economy.”
Hearts & Science’s sponsorship work with Dream Home comes after news that Omnicom Media Group has merged Foundation into Hearts & Science. Effective from today, the Foundation brand will disappear, with the conjoined team coming under the Hearts & Science brand.
As part of the shift, current managing director of Foundation, Liz Wigmore, will become managing director of Hearts & Science, across both Sydney and Melbourne offices.