The Greg Partington-owned Shopping Channel launches on 1 October on Sky and Freeview channel 18. And, along with a series of ads featuring some of the hosts imploring Kiwi businesses to sell their stuff on the box, plenty of giveaways on Facebook and a fair bit of social media activity, Ogilvy and Robber's Dog have also released a new TVC, one of the first projects new executive creative director Angus Hennah got stuck into after he arrived at the agency in July.
Directed by Tracey Rowe, the commercial, which features a rather committed female bather jimmying up a rudimentary viewing system so she can shop from the bath as well as the line 'For the love of Shopping', began airing on TV3, Four and Sky channels this week.
"Tracey has brought a beauty and femininity to the launch ad that I’m sure will help build anticipation ahead of the first broadcast of The Shopping Channel in October," says Ogilvy NZ’s executive creative director, Angus Hennah. "... It’s not every day you get to launch an entirely new channel, and it certainly creates a buzz around the agency".
Ogilvy's executive director Paul Manning says things are tracking well for the new entity so far and, as far as advertisers go, they're in line with expectations.
"It's a hell of an undertaking launching a channel from scratch that didn't exist before," he says, but with the channel now featuring on Sky's EPG and all the pre-roll content now on the channel, he says it's exciting to see it all finally coming to fruition.
- We're hoping to have a chat with Greg Partington about his new baby next week.
Ex-TVNZ sales manager Al Duff is heading up the new channel, which targets New Zealand women, required two years of research from Briar Harland and, as the website says, aims to "give them something fun and engaging to watch on TV along with a suited e-commerce website and social media platform to round off a new, enjoyable shopping experience".
Brand: The Shopping Channel
Client: Greg Partington
Agency: Ogilvy NZ
Executive Creative Director: Angus Hennah
Art Director: Darran Wong Kam
Copywriter: Hywel James
Group Account Director : Sandra Daniel
Producer: Amanda Kabel
Production Company: Robber’s Dog
Director: Tracey Rowe
Producer: Caz Hearn
Music: Murray Grindlay
VFX: Martin Spencer