TVNZ WARNS KIWIS OF THE PERILS OF ENDLESS FREE STREAMING IN NEW TVNZ+ CAMPAIGN

TVNZ launched the reimagined streaming brand recently to better reflect its digital offering, repositioning the platform as a destination rather than a catch-up service. The work was “built off a strategic proposition that encouraged Kiwis to “get their fix” of quality content on TVNZ+,” says Stevie Weber, Strategy Director at dentsu Aotearoa. “We wanted to capitalise on the idea that bingeing fresh content puts you in good social standing and gives you something to talk about while also triggering this little dopamine hit, making us generally happy. Our research also showed that the breadth and depth of the content meant that ‘hunting out what you’ll watch next’ was an equally exciting activity. So, it was a no-brainer that we should celebrate Kiwis getting their binge on.”

Featuring across TV, online, OOH, radio, and social channels, “the work was a brilliant opportunity to delve into the world of content that the TVNZ+ platform delivers,” says ECD Anne Boothroyd. “Conjuring a mix of action, drama, and romance that will have people reaching for their devices to experience it for themselves.”