hipages.com.au, Australia's #1 site for finding and hiring tradespeople, this week launched its first ever major consumer brand campaign, in a large-scale national push developed and executed by Ikon Group Sydney.
'The Master of All Trades' campaign aims to introduce homeowners to the hipages service, where they are able to find, manage, hire and pay over 1,300 different types of trades right across Australia, including plumbers, electricians, painters and builders.
Ikon Group Sydney was responsible for the full breadth of campaign development, from strategy and media, through to creative and data. Press executions in national and community papers, radio and high impact digital start this week (including Home Page Take Overs on news.com.au and dailytelegraph.com.au). Large format & transit OOH will launch next month, with magazine and 30" & 15" TV executions to be seen in the months following.
Says Pat Crowley, Managing Partner, Ikon Group Sydney: "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.
"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."
hipages.com.au has been connecting people with qualified tradies and supporting them throughout the job for more than 11 years. Through the hipages website and its apps, millions of Australians can connect with more than 70,000 verified professionals within minutes.
Says Johanna Seton, VP of marketing, hipages: "'The Master of All Trades' campaign is all about showing Australians the sort of help and support we provide customers for any home improvement project, no matter how big or small.
"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."
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. Radio and digital also go live this week, and magazine titles such as Inside Out, Country Living, and Vogue Style will carry the campaign from March. OOH launches in February and TV in April.
Client - hipages
David Vitek - hipages Founder
Roby Sharon-Zipser - hipages Founder
Tracy Richardson - Chief Marketing Officer
Johanna Seton - VP of Marketing
Dino Talic - VP of Product
Rob Martin Murphy - Executive Creative Director
Andrew Allsop - Senior Copywriter
Paris Giannakis - Senior Art Director
Dave Heytman - Senior Art Director
Jenie Johnston - Senior Finished Artist
John Halpin - Head of Strategy
Natalie Musico - Chief of Creative Services
Anna College - Group Account Director
James Treibilcock - Project Director
Beth Humberston - Project Director 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 Co: Pool Collective P
hotographer: Sean Izzard
Model Makers: Yippee Ki-Yay!
Art Director: Jeremy Fuller
Radio Production Co: Noise
Engineer: Kath Burrows
Producers (One20): Daniel Nortje, John Staudinger