Hipages.com.au is Australia’s #1 site for finding and hiring tradespeople. That is no longer a secret spread by word of mouth. Ikon Group Sydney has launched its first ever major consumer brand campaign.
The Master of All Trades campaign introduces homeowners to the hipages service, where they are able to find, manage, hire and pay more than 1,300 different types of trades right across Australia, including plumbers, electricians, painters and builders.
Ikon Group Sydney was responsible for every facet of the campaign – development, strategy and media, creative and data.
The Daily Telegraph, Herald Sun, The Courier Mail, The Advertiser, The Australian, and The Sunday Times will carry the print execution from this week as part of a partnership with News Corp Australia. Print includes include home page take overs on www.news.com.au and www.dailytelegraph.com.au.
Radio and digital also go live this week. magazine titles such as Inside Out, Country Living, and Vogue Style will carry the campaign from March.
Large format & transit OOH launch in February and TV in April.
“Ikon Group Sydney was engaged last year to devise and execute a campaign that would introduce the service to homeowners as the best way to find and connect with the trades they need. The result is not only a creative campaign that will grab the attention of homeowners keen to find reliable trades, but one that will be rolled out on a large scale crossing multiple channels across the country,” explained Ikon Group Sydney’s managing partner, Pat Crowley.
“We are proud not only of the creative quality but the strategic approach which will communicate the message through a range of carefully selected outlets. It’s a great example of our full-service offering in action, with all elements from the data analysis, strategy development right through to creative and media undertaken by the Ikon Group Sydney.”
“Renovating or restoring a home can be a lot of work and is often stressful. We wanted the campaign to show how the homeowner can gain control and connect with passionate, professional tradespeople, using the hipages service. We’re excited to be communicating this message across the country,” added hipages vice president of marketing, Johanna Seton.
Credits:
Agency: Ikon Group Sydney
Rob Martin Murphy: Executive creative director
Andrew Allsop: Senior copywriter
Paris Giannakis & Dave Heytman: Senior art director
Jenie Johnston: Senior finished artist
Strategy: John Halpin, head of Strategy
Account service:
Natalie Musico: Chief of creative services
Anna College: Group account director
James Treibilcock & Beth Humberston: Project directors
Media planning:
Pia Coyle: Head of amplification and trading
Sian Whitnall: Head of digital
Elyse Foley: amplification and trading director
Tim Micallef: amplification and trading director, digital
Steph Coyle: amplification and trading manager
Dominique Netto: amplification and trading manager, digital
Data Analytics: Rob Pardini, chief data scientist
Production Company: Pool Collective
Photographer: Sean Izzard
Model Makers: Yippee Ki-Yay!
Art Director: Jeremy Fuller
Radio Production Co: Noise
Engineer: Kath Burrows
Producers (One20): Daniel Nortje, John Staudinger
Client: hipages
David Vitek & Roby Sharon-Zipser: hipages founders
Tracy Richardson: chief marketing officer
Johanna Seton: vice president of marketing
Dino Talic: vice president of product
