Shortland Street is back, and while viewers are dealing with Chris Warner’s woes, TVNZ and Blacksand are lapping up the success of a colourful summer campaign.
Marketing, advertising & media intelligence
TBWA Auckland has taken a unique approach to raising awareness for Bowel Cancer New Zealand by working with the country’s longest-running soap opera.
Shortland Street stars have come out to encourage the country's youth to hit the polls on election day by opening up about what matters to them in a campaign by TVNZ Blacksand and the Electoral Commission.
Every year, the Promax Awards celebrate the standout promotional efforts from broadcasters across the world. And at this year’s ANZ edition, which occurred last Saturday, TVNZ Blacksand enjoyed a particularly fruitful evening, picking up an impressive tally of gongs across a range of categories.
Over the last two years, TVNZ has invested significantly in large-scale campaigns to keep Shortland Street fans engaged with the show during the summer hiatus. And as was the case last year, the strategy has paid off with the latest campaign resulting in over 410,000 interactions. PLUS: Shortland Street fan dresses in black to mourn the passing of another fictional character.
Shortland Street may be taking a break for the summer, but the drama isn’t. While the actors enjoy some time off camera, TVNZ Blacksand has launched a new campaign to keep audiences engaged until the programme returns on 18 January.
Last Sunday once again marked the annual time of year when Kiwis are unified in an attempt to assuage some of the guilt associated with pretty much commandeering the word relaxation from the vocabularies of the nation's fathers. And it does after all make sense, because once children enter the world, men's lives change: sleeping in late becomes virtually impossible, prized possessions become ad-hoc teething soothers and monthly bills start to stretch in a way that defies all the rules of physics. So here's a rundown of various brands that decided to tap into this shared guilt in the hope of extracting a few coins.
TVNZ plays up rivalry with Aussies for The Amazing Race and enjoys ratings success with Resurrection
Over the course of the last few weeks, TVNZ has been riling up support of the Kiwi masses via a serious of humorous TVCs in anticipation of the cross-Tasman battle that will soon see team from New Zealand take on Australia in the latest rendering of The Amazing Race. The campaign has now been shifted into its next stage, which features a cross-Tasman tug of war and a mini Amazing Race featuring local celebs. PLUS: see which records were broken by the premiere of Resurrection.
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.
Building on the success of 2013’s campaign that required fans to guess who died in the last episode, TVNZ has now launched Shortland Street Car Park, an interactive multimedia campaign that has been initiated in conjunction with Holden.
In an effort to maintain viewers’ curiosity levels while Shortland Street is on hiatus, TVNZ has devised an interactive crime mystery that will give fans a daily fix until the show returns on 13 January. The campaign is based on the premise that one of the characters died during the 11 December finale. And since the identity of the deceased is still unknown, TVNZ aims to keep fans interested by posting one revealing clue each day before the premiere of the 2014 season. PLUS: see Jono and Ben's parody.