Airtasker empowers Aussies to act like a boss

15 September 2016

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Airtasker rolls out its first ever major advertising campaign from startup agency UDKU, led by former M&C Saatchi heads Mark Timmins and Colin Jowell.

Local services marketplace Airtasker is hitting primetime TV for the first time with a major marketing push.

Airtasker isn’t taking itself too seriously in its campaign also set to run across OOH, video, digital and social.

In the three different spots individuals celebrate their use of the Airtasker platform, using the ‘Like a Boss’ tagline. The ads, by creative innovation agency U Don’t Know Us (UDKU), finish with each person performing their version of a happy dance, which includes some seriously cool crumping moves.

Simon Reynolds, Airtasker VP marketing says: "Our community members found a great feeling of accomplishment when using Airtasker, to the point where they just might break into dance. So we wanted to bring this to life in our first major marketing campaign.

“This campaign marks a major shift in our approach. We’ve been relying on word of mouth, but we are now using our brand to move our growth beyond "in-the-know" early adopters, and into the mainstream.”

The campaign is set to kick off during the AFL Grand Final broadcast and the premiere of the new season of the X-Factor. It launches off the back of Seven West Media’s investment in the company earlier this year. 

It is the first public campaign from UDKU. The agency specialises in helping corporates innovation and startups compete at scale. It's led by former M&C Saatchi heads Mark Timmins and Colin Jowell, and Kon Marinis, who previously worked at IdeaWorks.

“This is the first time we’ve been able to claim credit for our work,” UDKU partner and co-founder Colin Jowell said.

“Like A Boss is one of those great creative leaps that takes something from the zeitgeist to capture the sense of achievement both Job Posters and Airtasker Workers get from using the service.”



VP Marketing: Simon Reynolds
VP Design: Francesco De Chirico
Brand Marketing Manager: Alexandra Aguirre
Communications Marketing Manager: Katie Hume

U Don’t Know Us (UDKU)

Production Company: Good Oil Films
Editors: The Butchery
Post Production: The Refinery
Sound: Rumble Studios

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