Hayu celebrates 5 years in Australia, launches new campaign

Hayu is celebrating five years in Australia with a new brand campaign that focuses on unique, relatable viewing moments available to users of the reality TV-based platform.

The new campaign highlights moments of ‘me-time’ and ‘escapism’ which Hayu offers via its 8,000+ episodes of worldwide reality and true crime television programs.

Hayu is shown to be useful ‘For ditching the bra’, ‘For banishing the boyfriend’, ‘For bathtime escapism’ and more relatable moments when ‘The relief is real’.


Richard Howard, senior vice president – marketing, said: “Our research shows that Hayu’s Australian subscribers have a unique emotional connection with Hayu, where viewers cherish their Hayu viewing experience that represents an important moment of ‘me-time’ and escapism.

“We wanted our campaign to reflect this, highlighting why Aussies love Hayu through a series of relatable moments – whether that’s indulging in some Sunday morning reality after a big night out or escaping the kids for a few moments to tune out and recharge.”

The new brand campaign is rolling out across OOH, ADTV, Radio, Podcasts, Digital and BTL.

Hendrik McDermott, managing director, added: “Five years in the Australian market is a big milestone, and we’re extremely proud of the ongoing success of Hayu in Australia and globally.

“In a competitive market, Hayu resonates with subscribers because it’s a completely unique SVOD offering.

“Hayu’s breadth of reality content continues to resonate with Australian viewers – from global celebrity reality hits such as Keeping Up With the Kardashians, The Real Housewives, Below Deck and Million Dollar Listing, to exclusive content like Made In Chelsea and HBOMax’s Big Shot with Bethenny, as well as popular true crime docu-series.”

Hayu OOH asset

Hayu also recently partnered with Samsung, with the app now appearing on all Samsung Smart TVs across all its territories.


SVP Marketing (Global) – Richard Howard
VP Brand & Partnerships (Global) – Lisa Wakefield
Director, Content & Creative (Global) – Matthew Verolini
Marketing Director, APAC – Ashleigh Grier

Agency: Paradise
Co-Founder – Nick Jekyll


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