With the help of popular local TikTok creators, the campaign builds out a curious landscape of monsters and brings it to life for a new audience on TikTok.
Australian insurance brand Budget Direct has partnered with TikTok to introduce a fantastical world to the platform’s community in an Australian first-of-its-kind creator solution.
With the help of popular local TikTok creators, Ash Magic, Alex The Lion, Jeff Van De Zant, Scott Boersen and Bridey Drake, the campaign builds out a curious landscape of monsters and brings it to life for a new audience on TikTok.
Phase one of #SaveMeBudgetDirect sees 'news' of the campaign break on the platform via resident 'news anchor', Ash Magic, announcing reports of giant monsters spotted lurking in Australian cities.
The four other TikTok creators act as 'roaming reporters', posting to TikTok about new sightings in Sydney, Melbourne and Brisbane, where real-world murals, artfully depicting monstrous images like a giant lizard fighting a robot, will pop-up in high traffic metro outdoor locations.
Through 'live cross' videos on TikTok, the creators will encourage the community to come down to the monster murals to witness the scene and share their personal recounts on TikTok for a chance to win $5000.
To maintain momentum, a second phase will have creators encouraging the community to engage with the campaign by reporting their own monster sightings as 'correspondents on the ground', through TikTok’s Duet feature.
Whether it be a towering baby knocking over its toys, a cute puppy dressed up in a dinosaur outfit or even a partner snoring in the corner, participation via creative videos posted on the platform will reward users with the chance of winning another $5000 cash prize.
"We were excited to partner with TikTok to leverage our Monster Mash TVC and outdoor executions in an innovative, fun and satirical way, in order to be relevant to TikTok’s fast growing and important community," Budget Direct chief marketing and delivery officer Jonathan Kerr says.
"It’s been a blast working with the awesome TikTok team to bring this idea and campaign to life, and we hope the community will have just as much fun interacting with it.”
The ‘out of this world’ campaign aims to drive greater awareness amongst a new audience in true Budget Direct fashion, and increase brand preference for Budget Direct’s Car and Home insurance offerings.
“TikTok is all about embracing your creative side by thinking outside of the box and sharing original and authentic content that spreads joy and positivity," says Brett Armstrong, general manager of TikTok Global Business Solutions, Australia and New Zealand.
"JK and the team at Budget Direct are world class marketers, and I have so much admiration for their brand and bold vision. The team really understands the power of engaging with audiences in unique and creative ways and we’re incredibly excited to be working with Budget Direct, the first Australian insurance brand to partner with us."
The #SaveMeBudgetDirect campaign will also roll-out across the platform via TikTok’s top view, banners and in-feed advertisements to drive further awareness with its audience.