Love it or loathe it, Love Island draws big crowds. That fits perfectly with Boost Mobile’s strategy of putting the brand inside hard-working cultural moments that command significant attention from Australians, and its current Works Its Arse Off brand platform.

For Boost Mobile, working your arse off doesn’t always mean running across Australia like Nedd Brockmann, pulling a double shift or getting a ’97 ute with 700,000 kilometres on the clock through another rego. Sometimes it means grafting, flirting, coupling-up, recoupling, surviving a Bombshell and flexing every social skill you have to make sure you’re still standing around the firepit next time.

So Boost Mobile and WiredCo. have partnered with Nine to take its Works Its Arse Off brand platform into major Love Island Australia sponsorship spanning TV, social, in-show integrations, and Digital Out of Home (DOOH).

As well as 15- and 30-second linear TV and BVOD placements with updated creative, Boost Mobile will become part of the Love Island format itself. Throughout the series, Islanders will use Boost-branded mobile phones as their connection to life inside the Villa. The phones play a central role in the show, delivering the messages that can change everything; new challenges, recouplings, Bombshell arrivals and, occasionally, a massive surprise that no one sees coming.

New creative has also been developed to accompany the Works Its Arse Off ads. Already featuring hard-working things like Nedd Brokmann’s podiatrist and his nipple tape, a new U Up?-themed scene has been added to celebrate the hardest working text that also sits effortlessly in the Love Island mix.

Boost Mobile head of marketing, Fiona Ruxton, stated, “We’ve been challenging ourselves with WiredCo. to find opportunities where we can do much more than simply put an ad around content. Love Island gives us the opportunity to become part of the entertainment itself, from the phones at the centre of the format to some of its biggest moments and then extend those conversations into social and OOH.”

Boost will also own one of Love Island Australia’s most anticipated and talked-about moments, Heart Strips A Beat, with the brand integrated directly into the challenge.

The partnership extends beyond the broadcast through a five-part Boost-sponsored social content series hosted by former Islander, Ross, who will put the contestants through a series of Villa challenges designed to find out just how hard they’re prepared to work their arses off. The series will run across Love Island Australia’s social channels throughout the season.

A large format DOOH activation schedule is also lined up that responds to trending moments in the show, which is an entertainment first for QMS and Nine. 

WiredCo. general manager, Sam Nunura, commented, “We’ve been pretty relentless with each other about making sure the media works as hard as the creative. If we’re investing in a property like Love Island, we don’t want Boost sitting in an ad break politely waiting for the program to come back on.

“The interesting thing about Love Island is that the television show is really only part of the experience. The moment something happens in the Villa, people immediately start talking about it, clips move through social, memes appear and suddenly the conversation is everywhere. That behaviour is exactly what we want to tap into.”

Credits:
Client: Boost Mobile
CEO: Bobby Geldens
Head of Marketing: Fiona Ruxton
Creative Director Brand and Concept Artist: John-Scott McClure
Digital Marketing Manager: Kate Hoeffler
Brand and Media Manager: Saskia Owens 
Creative Director Retail and Production: Maria Vidal
Marketing Executive: Kristen Maksimov

Agency: WiredCo.
Founder and CEO: Angela Hampton
Partner and Managing Director: David Kennedy-Cosgrove
General Manager: Samantha Nunura
Account Director: Leah Austin
Senior Account Manager: Liv D’albertanson
Creative Director: Joe Stuart
Designer: Cam Morris
Head of Paid Media and Strategy: Oliver Carthy
Paid Media Lead: Gidon Jacobs 
Paid Media Managers: Anna Garcia, Stephen Fleri & Stephen Fleri
Paid Media Specialist: Irene Sang
SEO & AI Visibility Lead: Amy Vu 
Account Assistant: Olivia Fenech 

Production: Production PlayLab 
Executive Producer: Mikie Wakerman 
Director Alan Harca 
Music & Sound: Mosaic  
Media Partners: Nine & QMS