Television

Airtasker

Challenge:

Airtasker wanted to accelerate brand growth through mass reach, high audience attention and emotional storytelling by introducing TV as a new above-the-line marketing channel for the brand. The primary goal was to leverage Australia’s massive TV and BVOD viewership during major shared cultural moments, to build long-term brand salience. Strategically, the campaign needed to capture the unique consumer thrill of the platform: the knowledge that absolutely any task, from the everyday to the eccentric, can be completed through Airtasker’s infinite network of skills.

 

Solution:

To deliver the scale and trust required to achieve these goals, Nine was selected as the strategic partner to launch a high-impact broadcast and digital ecosystem. Utilising the powerful combination of Channel 9 and 9Now, Airtasker was embedded across Nine’s tentpole sport and entertainment programming. The partnership provided the immediate mass reach and trusted environment necessary to turn brand awareness into measurable commercial momentum.

  • Agency or Direct

    Direct

  • Client

    Airtasker

  • Dates of Activity

    January-July 2026

  • Media Formats

    Metro TV & 9Now

  • Budget

    $300,000

  • Category

    Trade / Domestic Services

Campaign Creative

Execution:

 

The campaign came to life through a dynamic, narrative-driven creative strategy designed to launch Airtasker’s new positioning, “Get anything done”. Showcased prominently by Nine’s elite broadcast properties, the commercial follows a highly relatable protagonist named Allen as he navigates the overwhelming chaos of moving into a new home.

Audiences watched his move being smoothed entirely by the power of Airtasker, which resolved everything from complex flat-pack furniture assembly and deep cleaning to an eccentric request for a custom-made cat hat. The rollout was anchored by  high-reach focus during major sporting events including the 2026 Australian Open to build immediate mass awareness, alongside a targeted national campaign on 9Now, embedded within Season 13 of the cultural phenomenon Married at First Sight, proving to millions of viewers that no task is too big, too small, or too weird.

 On-air integrations

Results

Achieved Airtasker’s challenge of unlocking highly effective, new above-the-line channels capable of driving scalable, long-term business growth.

Contributed to an impressive 10% uplift in prompted brand awareness QoQ (noting that while other marketing activity ran concurrently, this campaign served as a primary driver of momentum).

Delivered exceptional commercial impact, measured independently via Marketing Mix Modelling through Mutinex, proving immediate business value.

Scaled task contribution rapidly, yielding a +192% surge in attributed tasks from week 4 to week 8 of the campaign.

Accelerated channel efficiency at an extraordinary pace, slashing the cost per posted task attributed to linear TV by 83% within the first four weeks, while BVOD costs per task fell 53% in just its first two weeks live.

Source: Airtasker x Nine 2026 partnership – analytics supplied from Airtasker

Hear what the client had to say

“Nine gives us the best of both worlds, brand building with a big, trusted audience and visibly moving the commercial numbers we care about. Eight weeks in, we could already see task volumes climbing and channel efficiency sharpening. Plus, a notable lift in brand awareness. That’s the magic of having TV in the mix and I’m super excited about what we’ll do with Nine from here.”

Fiona Stevens
Chief Commercial Officer

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