Airtasker launches first campaign under new CMO via Thinkerbell
Airtasker has released its latest campaign titled ‘The Joy of Done’ via independent agency Thinkerbell following a competitive pitch.
The campaign features a version of Beethoven’s ‘Ode to Joy’, specifically the iconic “dun dun dun”.
In one of the 30-second spots, a father uses Airtasker to set up a dinosaur-themed party for his daughter from setting up the party decorations to the aftermath.
Airtasker CMO Noelle Kim, who was appointed in July 2021 from Facebook, said: “We are fortunate to work with some of the best agencies across the industry when bringing this new brand platform to life starting from the insight. Our occasion led communication strategy truly reflects the unique value that Airtasker brings and the creative strikes the right balance between the functional message of breadth of tasks with the emotional benefit you feel when you get things ticked off your to-do list. We fell in love with the audio mnemonic from the moment we heard it and believe it will be a core part of our brand DNA for years to come.”
Thinkerbell executive creative tinker Paul Swann commented: “By reinterpreting Beethoven’s Ode to Joy, we’ve leveraged a universally-known and memorable piece of music to create a new sonic brand device. This distinctive device will appear within all of the brand’s communications and also throughout the platform’s integrated product experience. This work is uplifting and distinctive, which we feel captures the experience of using Airtasker.”
UM, who handled media for the campaign, Sydney strategy director Matt Furlong added: “This is an important and exciting campaign to drive growth and trust for Airtasker. The creative is fun and our media will help it shine in the right moments, context and mindsets across screens, audio, OOH and some strong integrated partnerships with Nova and Mamamia.”
The omni-channel campaign launches in Australia this week and in the United Kingdom later in the year. It will be on mass media channels including those mentioned above.
Airtasker appointed Two Mad Cowboys as its creative agency in June 2020 and the agency launched the ‘Task Smarter’ campaign for the brand in October 2020. Two Mad Cowboys no longer works with the brand and was not invited to pitch for this campaign.
Credits:
Client: Airtasker
Chief Executive Officer: Tim Fung
Chief Marketing Officer: Noelle Kim
VP of Brand: Angeline Lee
UK Country Manager: Douglas Toy
Brand Specialist: Carina Tam
AU PR Manager: Andrea Philips
Global Market Performance: Sophia Zhang
Creative: Thinkerbell
Thinker: Oliver Herzog
Head Thinker: Kiely Decker
Creative Tinker: Lucas Fowler
Chief Thinker: Adam Ferrier
National Head Production Tinker: Grant Anderson
Production Tinker: Claire McDonald
Executive Creative Tinker: Paul Swann
Creative Tinker: Jack Burton
Media: UM
Sydney State Strategy Director: Matt Furlong
Senior Client Director: Lauren Thornborough
Senior Integrated Planner: Rahma El Sayed
Trading Manager: Emelia Manns
Planning Manager: Katie Jackson
Production: 13Co
Director: Armand de Saint-Salvy
Executive Producer: Roy De Giorgio
Producer: Charity Downing
DOP: Tim Tregoning
Editor: Joe Morris
Post Production: Vandal
Music/sound: Song Zu
Research Agency: Fiftyfive5
Influencer Agency: Amplify
BTL Creative: Doublestar
Great ad but the done done done classical mnemonic has already been used and promoted heavily by Career One: https://youtu.be/-zfuiWxiK9I
Did no one at the agency realise this?
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Instead spending on campaigns etc..if U reduce the massive fee you charge tasker and poster ,that would attract more taskers and posters
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Joyful as the article says
Well branded
Clear product demo
What more could you want
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