Творческая группа и описание:

Type of entry: Best Integrated Campaign
Category: Best Use of Integrated Media
Advertiser: TVNZ
Product/Service: THE PACIFIC TV SERIES
Agency: COLENSO BBDO Auckland, NEW ZEALAND
Executive Creative Director: Nick Worthington (Colenso BBDO)
Art Director/Copywriter: Rebecca Johnson-Pond (Colenso BBDO)
Art Director/Copywriter: Kimberley Ragan (Colenso BBDO)
Group Account Director: Lou Kuegler (Colenso BBDO)
Account Director: Celeste Pulman (Colenso BBDO)
Agency Producer: Gabrielle Buckle (Colenso BBDO)
Account Executive: Hannah Watson (Colenso BBDO)
Account Executive: Sarah Devonport (Colenso BBDO)
Planner: James Hurman (Colenso BBDO)
Head Designer/Typographer: Lachlan Palmer-Hubbard (Colenso BBDO)
Head Designer/Typographer: Rob Linkhorn (Colenso BBDO)
Designer: Renee Lam (Colenso BBDO)
Designer: Phila Lagaluga (Colenso BBDO)
TVONE News & Sport Marketing Manager: Tim Aitken (TVNZ)
General Manager of Marketing: Charlotte Findlay (TVNZ)
Pyrotechnics: Martin Van Tiel ()
Photographer: Stephen Langdon (Reload Agency)
Plane Coordinator: Peter Houghton (NZ warbirds)
Plane Banner: Sam Champion ()
Results and Effectiveness:
The campaign had the desired effect of making people think about ‘The Pacific’ on an emotional level. It was talked about on the National news, online and newspapers.
“…so far, that marketeer’s letter from Jonny on Okinawa has told me more about what war is than Hanks, Spielberg and their US$150 million budget” – Greg Dixon, Time Out magazine.
Thousands of people attended the dogfight and ONE’s ratings skyrocketed. 25% of New Zealand watched the premiere, ONE experienced a ratings increase of 8.3 points when all other channels decreased and 40% of traffic to ONE’s online ‘on-demand’ service was for ‘The Pacific’.
Creative Execution:
We collected hundreds of heart-wrenching real letters written by real soldiers who fought in the pacific battles of WWII.
We then placed actual-sized replicas of the letters inside bus stops.
More letters were pinned, along with photographs, on a 20-metre wall for people to read and even take away with them.
Thousands of New Zealanders received one of the letters in the mail enclosed in a genuine-looking envelope.
Finally on the eve of the show’s premiere we recreated a large aerial dogfight, which used pyrotechnics, two Japanese planes and a New Zealand Kittyhawk over New Zealand’s largest harbour.
Insights, Strategy and the Idea:
ONE had a problem – people would come to them for the news and then switch to other channels for their entertainment.
Spielberg ‘The Pacific’ was a chance to tell New Zealanders that ONE is more than News – ONE can do entertaining stuff too.
‘The Pacific’ is based on the real stories of soldiers who fought in the pacific region. But it’s also a real war that affected the lives of many New Zealanders. So there was also an opportunity to engage with New Zealanders about what war really is, while having a positive effect on the ONE brand overall.

Наружная реклама "REAL STORIES" сделана рекламным агентством Colenso BBDO Auckland для продукта The Pacific Tv Series (бренд: Tvnz) география: Новая Зеландия.