Up against an international field of broadcasting heavyweights at the Promax Global Excellence awards in New York last week, TVNZ Blacksand and Sky TV have both walked away with gold and bronze gongs.
Executive creative director of TVNZ’s in-house agency Blacksand Jens Hertzum was there to receive a gold for its TV One Shortland Street campaign in the Best Promotional Interactive Applications category, and bronze for TV One’s Seven Sharp launch campaign in the Best News/Information programme campaign category.
Blacksand's Shortland Street Clues campaign was launched to keep viewers engaged with the programme over the Christmas break from 12 December until 12 January while it was off air. It was all based on the cliff-hanger from the last episode of the season—an explosion at a bach—and it asked fans to guess which character had died.
Getting fans to use a responsive website and comment via social media, clues were provided in fabricated news items, texts between characters, voice calls, video, hidden codes, police evidence, emails, and in the TV Guide magazine. The campaign was very successful—each site visit lasted 4.5 minutes, there were 17,000 fans returning to the site on a daily basis, 600,000 visits to the site in 34 days, three million page views, and when the first episode rolled round it had a 53.5 percent ratings share.
Sky Television was awarded a gold in the Dramatic Programme Spot or Campaign category for its Soho Mad Men 6 launch (below), and a bronze in the Entertainment Programme Spot for Spotlight on Bruce Willis.
"It was a thrilling to win, a real morale boost for the team to compete on a world stage with the likes of Comedy Central and Sony Pictures Television Networks, and then there's little old TVNZ Blacksand," says Hertzum, "Particularly in the Best Promotional Interactive Applications category, we really wanted to flex our creative muscle and get a win for the Shortland Street campaign."
Hertzum attended the conference surrounding the awards, which he said had some 1500 delegates.
"Going to the Promax conference, you get to see some amazing speakers, and hear about great case studies, particularly out of the US ... it also taught me an awful lot when I was younger, as you don't get formal training to be a marketeer in broadcasting."
In the local Promax awards, which were held a couple of weeks ago, there were 18 award categories.
- Check out the winners here
TVNZ’s Blacksand won eight golds, including for categories of best campaign, branding design, outdoor and integrated, and six silvers. While Sky and Prime combined won eight golds and five silvers.
Other winners included:
- Silver for Emotive’s promo for One News at Six.
- Sixty 40 won a gold for its work for Sky.
- Maori Television won 1 silver
- Mediaworks won 1 gold and 2 silvers
- Discovery Networks Asia Pac won 2 silvers
- Rialto won 1 silver