Check Mates

AUCKLAND, Wednesday: Auckland brand & design indie Mates has created a campaign launching the Six60-backed new social marketplace app, Sidehustle, rolling out across media, digital, and out of home.

Sidehustle founder David Gibson said: “Sidehustle is a Gen Z-focused social marketplace where brands and individuals can buy, sell and rent items, and find and list jobs.

“The biggest band in the land, Six60, have come on as investors and partners after connecting with the app’s mission to lift up young Kiwi entrepreneurs.

Band member Matiu Walters said: “Six60 all started as a side hustle, which is why we strongly believe in this platform and its purpose, of supporting the next generation of hustlers coming through.”

Mates, which has nine staffers working out of Eden Terrace, Auckland (and one based in Christchurch) was tasked with designing and executing the entire launch strategy and campaign.

The agency was created in 2019 by Mimi Gilmour, the founder of Burger Burger, who pulled the creative team out of the restaurant group to take on other clients – including Burger Burger, Sidehustle, Pita Pit, Studio Box, Sawmill Brewery, and Commercial Bay.

“The agency is a key part of Sidehustle, essentially functioning as our in-house creative, marketing, PR and digital teams.”

Their multi-platform approach includes PR and media partnerships, out of home across billboards, street posters, letterbox drops and bus shelters (via Lumo, Shout Media, Reach Media, and Ooh! respectively), content strategy and creation across social and digital platforms, as well as the ‘Circle of Hustle’, which will see 20+ content creators driving downloads off-app and selling, renting, and listing on the app over the coming weeks.

Mates’ Holly Spear said: “David and the Sidehustle team are true innovator. Social architecture is what the next generation is used to, which is why it’s so exciting to have a partner who’s pioneering social e-commerce in Aotearoa.

“Anchored by the Circle of Hustle and our digital strategy, this campaign is largely about encouraging entrepreneurialism and letting young New Zealanders know that Sidehustle is here to help them develop their side hustles into their main hustles.

“In addition, we also want to tell Kiwis that this app is where they can discover brands, sell, buy and rent, find a babysitter or someone to do odd jobs around the house, or post a job trial. Sidehustle is the future and we’re here for it!”

David Gibson: “Mates instantly connected with our mission of backing big-dreaming Kiwis. They are a key part of Sidehustle, essentially functioning as our in-house creative, marketing, PR and digital teams. We are thrilled that they’re helping us bring the new social e-commerce model to New Zealand.”

The Sidehustle app is free to download and available now on the Apple App Store and on Google Play.

CREDITS

Client: Sidehustle
Agency: Mates Agency
Account Lead: Holly Speer
Creative Director: Mimi Gilmour Buckley
Account Support: Luca Franich
Design Lead: Marilyn Sussex
Graphic Design: Amelia Marshall
Digital Lead: Rachel Kennedy
PR Lead: Lucinda East Kennedy
Video: Max Mamaev at Your Department

• www.sidehustleglobe.com
• matesagency.com