As a new brand to the market, bubly were looking to drive awareness and consideration of their product amongst 25-54 year olds
With a ‘fun’ brand personality and identity, bubly couldn’t look past the power of Love Island Australia to reach and engage a valuable consumer base of young Australians. The aim of this partnership was to obtain high recall of their brand message and to increase purchase consideration.
It was important to bubly that their brand was promoted in an authentic, unique and exciting way.
A sparkling romance emerged
With 80% of the Love Island Australia audience watching online, Nine presented bubly with a digital-first Total TV sponsorship package to combine the best of broadcast with the best of digital to deliver a full-funnel solution. Integration, including a brand-themed party, games and a hideaway for two lucky Islanders.
Featuring branded props in bright bubly themed colours, and an abundance of bubly Sparkling Water for the Islanders to drink as they pleased, the integration seamlessly showcased bubly’s playful branding and personality.
While integrating bubly’s product into the Love Island Australia Villa was a critical component of the campaign, the brand also leveraged the power of the Love Island Australia IP to extend its reach. ITV Studios captured additional content in the Villa for bubly to utilise across their owned and operated social channels. This provided bubly further opportunity to push their brand message whilst deepening their connection with Love Island Australia.
The campaign was also supported by Digital Billboards, Pause Ads and a Premium Slate on 9Now to achieve maximum awareness and drive memorable engagement with the bubly brand.
'The 9Now Love Island Australia sponsorship provides a fully integrated solution for clients and a commercial model that is reflective of that.'
Joanna Barnes, National Head of Investment, PHD
4TH YEAR SPONSORSHIP AWARENESS
+21% INCREASE
IN BRAND AWARENESS
+14% INCREASE
IN CONSIDERATION
In its first year of sponsorship of Love Island Australia, bubly cut through strongly, with sponsorship awareness in line with a 4th-year sponsor.
Love Island Australia viewers saw increases in overall brand awareness and purchase of bubly.
There was a significant increase in top-two-box consideration by for bubly among Love Island Australia Viewers, closing the gap to key competitors.
Source: Gemba Research Study 2023
We thoroughly enjoyed working with the Powered team to bring this brief to life. There are so many synergies between the bubly and Love Island brands; the fun, flirty positioning, the colours and the similar vernacular stood out immediately.
The concept for the Bubly Sports Day showcased the brand's fun personality with a series of hilarious games putting the product front and centre. We topped it off by building in layers of brand colours and merchandise to make the integration really pop.
The finishing touches came with a strong social campaign utilising IP, this included footage of the Islanders and their new favourite CSD shot on location by ITV. The Islanders really couldn’t get enough bubly, it was the perfect beverage for a hot Mallorcan summer, with zero calories and a sparkling personality!
Kate Bolas, Head of Commercial at ITV Studios Australia
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