Sky and TVNZ's joint pay-TV venture Igloo was announced in late 2011. Its first ads were created by Sugar & Partners and now Brandspank, which has taken over as Igloo's agency for all marketing communications, has launched a new mockumentary-style TVC campaign that aims to emphasise the flexibility and control the product and its services offer.
"Research with a very satisfied customer base showed what really appeals to people about Igloo: it's flexible. So our prime objective for the campaign was to make it crystal clear that the premium content options offered by Igloo are at your beck and call. Whether you just want digital free to air or the extra content as well, Igloo will obediently do as it's told," says Kurt Bradley, Brandspank's creative director.
It may be a 'very satisfied customer base', but it's seems likely that it's a pretty small customer base. When we chatted with Sky's head of corporate communications Kirsty Way recently, she wouldn't comment on Igloo's numbers. But TVNZ has said it could take up to six years to break even.
The Igloo identity was originally created by Interbrand Sydney (which also did the recent rebranding of Sky). More Igloo TVCs featuring the colourful thimbles are rolling out over the next few months.
Client: Briar Rowe, Marketing Manager / David Joyce, General Manager
Account Director: Ralph Walker
Creative Directors: Kurt Bradley, Steve Thomson
Copywriters: Kurt Bradley, Bob Kerrigan
Director: Chris Graham
Producer: Neil Stitchbury
Post Production / Animation: Brandspank