Seven is debuting a new shoppable, in-content ad product, 7CIC, as part of its launch of home renovation program, Dream Home.
LG Electronics, View.com.au, Youi Insurance, Alinta Energy and RSL Art Union are among the partners and sponsors for the show.
Christopher Fifer, national head of program partnerships at 7RED, told Mediaweek that LG’s partnership with Dream Home will include 7CIC on 7plus.
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.
“7CIC is a product we are debuting with Dream Home and LG is the first brand to be partnered with it. The product will also be something we will use throughout the year across all new Seven programs,” Fifer said.
“An important thing for us is ensuring that if something is not enhancing the viewer experience, we don’t use it because it otherwise just becomes cloudy.
“We are also making sure that we use it at the right time. We’ve discussed religiously as a team to make sure that it’s not just used, it’s used contextually and used at the right moment. It won’t be pop-ups that happen in pivotal moments, but will be organically used for customers to shop products they have seen used throughout the renovations on the show.”
LG Electronics Australia marketing director, Gemma Lemieux said its partnership with Dream Home embodies its Life’s Good brand promise.
“We design our products with people in mind and Dream Home has provided us with the platform to showcase our products in real Australian homes,” she said.
“Through this partnership, we’ve shown how LG technology seamlessly integrates into everyday life, elevating each moment with joy and purpose.”
Premiering at 7pm on Sunday 26 May, other brand sponsors that have signed on with integration and advertising packages include Hipages, Beaumont Tiles, Highgrove Bathrooms, Luxaflex Window Fashions, Dulux, and Beacon Lighting.
Dream Home Contestants and Dr Chris Brown
The show will see six pairs of everyday Aussies battle it out room by room, transforming their own tired suburban family homes into new dream homes.
Dr Chris Brown is jumping over from 10’s I’m A Celebrity… Get Me Out Of Here! to host Dream Home, and EP Sylvia D’Souza also told Mediaweek that while she thinks Brown has done really well, he does not pretend to be a renovator.
“He lessens the stresses that renovation brings and listens spectacularly to the cast vent their stress about the job,” she said.
“He also is so funny in a way that I didn’t expect him to be. He’s the heart of the show but is also entertaining all at the same time.”
The judging lineup on the show will include Lana Taylor of Three Birds Renovations, buyer’s agent Simon Cohen, and interior designer Rosie Morley.
Dream Home is produced by Endemol Shine Australia (a Banijay company).