Continuing their collaboration in 2018, Lacuna Agency efficaciously partnered Holden with Channel Ten’s Australian Survivor Season 3 for the third consecutive year. In its biggest Australian audience yet, the Holden Commodore Tourer became an integral element of the series, reaching over 6.8 million people across the nation and achieving #2 in its timeslot.
Lacuna designed a comprehensive ecosystem to creatively plan, visualise and manage the integrated partnership. Throughout the season, the Holden Commodore Tourer featured across bespoke TVC’s, billboards, playouts, and a Watch ‘N’ Win consumer promotion, unlocking a valuable database for the brand. All assets featured Holden ambassadors and season one Survivor Australia contestants Lee Carseldine and El Rowland to further engage with the Survivor audience.
With the Commodore Tourer itself being the top reward of the series, Lacuna engineered the most engaging challenge for the final five contestants. Through authentic reactions, this integration component drew immense excitement from the participating contestants and viewers.
Reinforcing the Holden and Survivor partnership, the Holden logo featured in the end credits of episodes, branded episode promotions, first-look promo billboards and a TenPlay partners page. With full ownership of the Survivor Jury Villa, Holden received integration of the Commodore Tourer into each episode. Paired with a thorough social media campaign across Facebook and via former Season 1 Survivor finalists, Lee Carseldine and El Rowland, Lacuna manifested an engaging campaign that resulted in 53% of committed Survivor viewers saying they would select a Holden Commodore Tourer – with 40% of viewers visiting Holden-related content following the show.
Click on the below link to view the campaign reel and behind the scenes video for the integrated TVC: