Dentsu Creative and Sweetshop’s Damien Shatford have delivered an entertaining look at TVNZ+, warning of the perils of endless free streaming.
TVNZ launched the reimagined streaming brand to better reflect its digital offering, repositioning the platform as a streaming destination rather than an OnDemand catch-up service.
Stevie Weber, executive director, strategy, at Dentsu Creative: “The work was built off a strategic proposition that encouraged Kiwis to “get their fix” of quality content on TVNZ+.
“We wanted to capitalize on the idea that bingeing fresh content puts you in good social standing and gives you something to talk about while also triggering this little dopamine hit, making us generally pretty happy.
“Our research also showed that the breadth and depth of the content meant that ‘hunting out what you’ll watch next’ was an equally exciting activity. So it was a no-brainer that we should celebrate Kiwis getting their binge on.”
Jonathan Symons, Marketing Director at TVNZ said: “We’re really thrilled to see this campaign roll out this week. Our research was often telling us that TVNZ OnDemand delivered much more than many people expected both content and experience-wise, so with a new TVNZ+ name and brand it was definitely time to deliver something different on the campaign front. And I think these ads deliver, with a fantastic mix of humor and unique Kiwi-ness”
Central to the campaign idea is the fact that the streaming experience on TVNZ+ is not only free, it’s so good it will engross you to the point of distraction, with unsuspecting TVNZ+ viewers’ unwittingly ending up in situations they weren’t expecting. All cemented in the campaign line, “It’s Free. But it Could Cost You”.
Anne Boothroyd, executive creative director, Dentsu Creative: “This was a brilliant opportunity to delve into the world of content that the TVNZ+ platform delivers”, says
“Damien has conjured up a mix of action, drama and romance that will have people reaching for their devices to experience it for themselves.”
The campaign is featured across TV, Online, OOH, Radio and Social channels since this week.
Marketing Director – Jonathan Symons
GM Marketing & Communications – Sally Falconer
Senior Marketing Manager – Rebecca Brown
TVNZ Media and Blacksand Creative Studio
Media Planning Manager – Nicole Hughes
Senior Campaign Manager – Varsha Singh
Lead Designer – Mark Fleming
Lead Digital and Print Designer- Christopher Hill
Senior Creative Director – Greg Hughes
Dentsu Creative (Aotearoa)
Executive Creative Director, New Zealand – Anne Boothroyd
Group Creative Director – Jack Delmonte
Creative Director – Andrea Sarcullo
Senior Copywriter – Matt Woods
Senior Art Director – Chelsea Sietses
Executive Creative Director (Australia + NZ) – Marcus Tesoriero
Executive Creative Director – Hadleigh Sinclair
Executive Director, Strategy – Stevie Weber
Chief Commercial Officer – Rachel Anderson-Cormack
Group Account Director – Evaan Miocevich
Account Director – Amanda Tonkin
Agency Producer – Nigel Sutton
Agency Director – Courtney Wide
Strategy Director – Amy Greene
Group Business Director – Sarah Wilson
Business Manager – Lucy Burbidge
Senior Business Executive – Nicholas Young
Director – Damien Shatford
Executive Producer – Ben Dailey
Executive Producer – Kate Roydhouse
Producer – Larisa Tiffin
Director of Photography – Nigel Bluck
Production Designer – Bruce Everard
Editor – Lucas Baynes
Colourist – Matic Prusnik
Online – Leoni Willis – Toybox
Music and Sound: Liquid Studios
Producer – Tam O’Neill
Music Arrangement and Composition – Peter Van der Fluit
Sound Design – Craig Matuschka
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