Married at First Sight for E4
Married at First Sight (Affectionately known as MAFS) is the bold social experiment where single people are matched up with total strangers, whom they meet and marry for the very first time on their wedding day.
MAFS Australia Season 10
MAFS Australia was returning to the UK and E4 wanted a campaign that differentiated itself from the British version of the show. To launch this latest Aussie wedding bonanza we highlighted how all-consuming Married at First Sight Australia is by turning everyone and everything… AUSTRALIAN.
Down Under Takes Over!
‘Down under’ took over our campaign with our promos and social content voiced by an over-the-top Aussie super-fan. Our key art was a sexy bride a groom (typical of the show) breaking through a poster from the other side of the world in out-of-home, digital display, and on All 4.
Crikey!
On the day of launch, we hosted a down under take over on-air, with our VO artist commentating on back-to-back wedding shows in his recognisably cheeky tone of voice developed for the campaign.
Go Guilt Free
I was also tasked with leading a rebrand for our ‘Go Guilt Free’ season wrapper. Working with the 4creative design team, we developed a tantalising ‘button’ and animated visual identity that sat across the season on-air, in social and for reactive OOH.
What a ripper!
The show launched with E4’s biggest overnight numbers for 16-34’s with a whopping 13% share and was incredibly the 2nd most watched show across ALL streaming platforms. Bonza!
MAFS UK Season 6
After the furor of Married at First Sight Australia, E4 jumped at the opportunity to bring back the UK version.
We honed in on the drama of the “I do” moment and the tantalising risk that comes with marrying a complete stranger. Throughout the campaign, we hinted at the horror/ entertainment value that was likely to follow the wedding nuptials with an integrated campaign across TV, social, and out-of-home.
Say “I do”…
On social we created playful, interactive executions using inbuilt platform features such as polls and sliders. On Snapchat, a Snapchat Lens was initiated by voice - a UK first - of a bride or groom, with either a positive or a negative reaction to seeing their ‘life partner’ for the first time.
…And no wedding is complete without photos, which could be shared with friends.
Married at first swipe
We created attention-grabbing Tinder profiles with photos of our brides and grooms in their wedding attire. Singletons were prompted to swipe right to match with them and to read their written-up profiles, which were inspired by the vows they read out in the show itself.
A match made in heaven
The show did amazingly well, becoming E4’s highest-watched reality series ever. The campaign was featured in The Drum and Campaign amongst others and won best 360 Campaign and Best Social Media Campaign at Promax.
