Airtasker targets new users with ‘Task Smarter’ campaign from Two Mad Cowboys

Sydney-based community skills marketplace Airtasker has launched a new brand campaign, aiming to attract new customers who might not have previously considered using its platform.

The new ‘Task Smarter’ campaign highlights the unique and remarkable skills held by many ‘Taskers’, and pushes the message, “It’s amazing what you can’t do”.

Airtasker Handyperson TVC from Two Mad Cowboys on Vimeo

Creative agency Two Mad Cowboys is behind the theme, which revolves around the simple idea that while few people are good at everything, everyone is good at something, and chances are you’ll find someone who’s good at what you’re not on Airtasker.

“We believe there is always a smarter way to get things done. Airtasker represents a smarter way of getting things done for Job Posters, and a smarter way of making money for Taskers,” Airtasker brand lead Sarah May said.

Airtasker Marketer TVC from Two Mad Cowboys on Vimeo

Two Mad Cowboys won Airtasker’s creative account in June, and has already completed a COVID-19 campaign for the brand. It is now looking after Airtasker’s new brand platform both locally and overseas.

The campaign has gone live alongside a coordinated strategy including PR, media, social and search, with a significant lift in traffic and brand intent already evident.

Matt Sterne, creative partner at Two Mad Cowboys, says that being a specialised agency helped to inspire the theme itself.

“We’re really good at creative stuff, but not so much the accounting, so we knew the theme was on the money,” he said.

“With the need for all sorts of short, punchy formats in the fight for attention spans, we’ve made a juicy theme work in a simple way.”


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