A host of partners and sponsors are set to raise the roof when The Voice 2015 premieres on the Nine Network on Sunday, June 28. Returning sponsors Ford, KFC and Swisse are joined by new sponsors Cadbury, Guvera, Sage Institute of Education, People’s Choice Credit Union and Automasters.
Peter Wiltshire, Group Sales & Marketing Director, NEC, said today: “Powerful content continues to drive strong audience engagement across all screens, and The Voice is a fantastic example. Last season 1.7 million viewers tuned in to every episode on Nine, and over 10 million short-form and two million long-form streams were viewed online.
“Big premium formats, along with live sport and drama, deliver unrivalled reach and scale for brands, and their halo effect across the broader programming slate is invaluable for all advertisers. When The Voice is on air the surrounding timeslots experience an increase in audience numbers, giving the whole network a ratings lift.” Lizzie Young, Director of Content & Brand Integration, NEC, said: “This year’s partners have developed campaigns that are seamlessly executed across all platforms. Best-in-class collaboration with Shine Australia and across the Nine Entertainment Company means The Voice is everywhere – your living room, your mobile phone, your local supermarket.
“For the first time fans can stream music from the show for free, experience what it’s like to sit in the big red chairs and influence the outcome of the show from their living room in real time, never mind the chance to be part of the show itself here in Sydney and meet our superstar Coaches.”
Key Integration Arrangements
• Returning for their fourth year, Ford Australia introduce the new The Voice app. As well as instant replays of performances, this app brings fans closer to the action than ever before with exclusive content, the ability to vote, save and allocate Gifted Votes to their favourite artists, play along at home in real time, and become the fifth Coach.
• Cadbury’s partnership with new superstar Coach Jessie J features an integrated TVC series promoting their Cadbury Dairy Milk block range, plus the feelgood Share the Joy content series that captures key moments of joy for artists throughout The Voice.
• As the official music streaming partner for The Voice 2015, Guvera offers unlimited streaming at zero cost. In an Australian first, Guvera is delivering an exclusive Voice-branded music channel, which will stream original music from The Voice as well as exclusive performance recordings from the Top 16 artists. This season The Voice’s responsive website will sit solely on the 9Jumpin platform www.9jumpin.com.au/thevoice/ and feature the latest from the show, the Coaches and the artists, as well as a host of behind-the-scenes content. It will also include a live feed on the homepage for the duration of each episode, curating the most relevant content from social media and the show itself.
When Mediaweek spoke to new EP John Walsh this week, he said that The Voice‘s wide appeal across key demographics was attractive to sponsors. “There will be Cadbury-exclusive TV content available in all Woolworths stores. They [Cadbury] like the idea of Jessie J too, she’s going to front the TVCs for them over that period. It’s Cadbury’s first season as a sponsor, and a combination of Jessie J, The Voice itself and the Woolworths angle for them across the line.
“Cadbury is very broad, as is Ford. They’re all after our kind of audience, 25-54’s. We’re very confident that Jessie J will help us bring younger viewers into the show, that will definitely make a different in the 16-39s. Our prime demo on Nine is 25-54, and that’s what we hope to win. We’re pretty confident in 16-39 too, but I think we’ll win across the board. To get a big number, you have to hit all of those marks. The show is aimed in the middle, and if we could pick up younger viewers this year that would be great.”
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