Australian Survivor: Brains V Brawn 2025.
As first-time sponsors of Australian Survivor, IKEA demonstrated that with the IKEA better sleep range, all Australians can benefit from a great night’s sleep, even in the most extreme circumstances.
Where better to showcase the transformative power of quality sleep than in an environment where it can mean the difference between winning immunity and being safe from Tribal Council or being voted out of the game. Australian Survivor provided the perfect paradox – a setting where a great night’s sleep was highly desirable, making it infinitely more valuable and memorable when delivered through IKEA’s premium range.
IKEA Better Sleep Retreat.
The centerpiece integration transformed a standard reward challenge into a branded experience that felt organic to the show’s narrative. Contestants competed individually for a night at the custom-built IKEA Better Sleep Retreat, creating genuine anticipation and desire.
Key integration elements included:
- Dedicated host introduction by Jonathan LaPaglia, seamlessly weaving IKEA messaging into challenge setup
- Visual showcase of complete IKEA sleep ecosystem (bedroom furniture, premium bedding, bathroom essentials, luxury robes)
- Interactive ‘pillow menu’ experience, allowing the winner to personally test and select from IKEA’s range based on sleep preferences
- Natural storytelling opportunity as contestants experienced the stark contrast between camp conditions and IKEA comfort
Premium Content Assets.
Paramount Brand Studio developed bespoke commercial content designed for maximum cut-through:
- Premium billboards with strategic placement during high-engagement moments
- Custom program IDs positioned adjacent to commercial breaks
- Integrated playouts maintaining show’s visual consistency while delivering brand messaging
10 Play Digital Integration.
The partnership extended seamlessly into digital, leveraging premium ad products:
- Premium Pause: Capturing viewers during natural content breaks
- Smart Snap: Interactive engagement
- Playing Now: Real-time brand association during peak viewing
Consumer Engagement Campaign.
A strategically designed competition offering four $5,000 IKEA vouchers generated significant audience participation, supported by:
- Cross-platform promotional drivers (digital, social, broadcast)
- Seamless integration between broadcast and digital touchpoints.
AUSTRALIAN SURVIVOR AUDIENCE PROFILE:
Australian Survivor offers a uniquely engaged demographic that delivers brands exceptional receptivity:
Australian Survivor Audience Lifestyle Characteristics:
- 67% actively maintain fitness routines
- 45% embrace spontaneous experiences
- 34% identify as trendsetters and early adopters
Australian Survivor Audience Media Engagement Behaviours:
- 55% more likely to find television advertising interesting and conversation-worthy
- 48% consider TV advertisements more entertaining than programming content
- 69% prefer commercials that provide valuable product information
- 44% more likely to conduct online research following advertisement exposure
The Australian Survivor Audience Demonstrates:
- 7% increase in brand awareness – Building recognition in competitive categories
- 26% increase in brand consideration – Moving audiences through the purchase funnel
- 53% increase in purchase intent – Converting engagement into commercial outcomes
2026 PARTNERSHIP OPPORTUNITY
Join Australia’s most strategically integrated reality television property, where brand partnerships become integral story elements rather than interruptions. Australian Survivor offers authentic audience engagement with viewers who actively seek and respond to brand messaging.
2026 sponsorships now available. Contact us to secure your brand’s integration into Australia’s premier survival entertainment experience.