LETTER by Colenso BBDO Auckland for Tvnz

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LETTER

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Industry TV Channels/Radio Stations and Programmes
Media Direct marketing
Market New Zealand
Agency Colenso BBDO Auckland
Executive Creative Director Nick Worthington
Designer Renee Lam, Phila Lagaluga
Released April 2010

Credits & Description

Category: Publications & Media
Advertiser: TVNZ
Product/Service: THE PACIFIC - FILM
Agency: COLENSO BBDO
Date of First Appearance: Apr 4 2010 12:00AM
Entrant Company: COLENSO BBDO, Auckland, NEW ZEALAND
Executive Creative Director: Nick Worthington (Colenso BBDO)
Art Director, Copywriter: Rebecca Johnson-Pond (Colenso BBDO)
Copywriter, Art Director: Kimberley Ragan (Colenso BBDO)
Group Account Director: Lou Kuegler (Colenso BBDO)
Account Director: Celeste Pulman (Colenso BBDO)
Agency Producer: Gabrielle Buckle (Colenso BBDO)
Account Executive: Sarah Devonport (Colenso BBDO)
Account Executive: Hannah Watson (Colenso BBDO)
Planner: James Hurman (Colenso BBDO)
Head Designer, Typographer: Lachlan Palmer-Hubbard (Colenso BBDO)
Head Designer, Typographer: Rob Linkhorn (Colenso BBDO)
Designer: Phila Lagaluga (Colenso BBDO)
Designer: Renee Lam (Colenso BBDO)
TVONE News And Sport Marketing Manager: Tim Aitken (TVNZ)
GM of Marketing: Charlotte Findlay (TVNZ)
Media placement: Letter - Direct - 04/04/2010

Describe the brief/objective of the direct campaign.
ONE had a problem – people would come to them for the news and then switch to other channels for their entertainment. Speilberg’s ‘The Pacific’ was a chance to tell New Zealanders that ONE is more than News – ONE can do entertaining stuff too. ‘The Pacifc’ is based on the real stories of soldiers who fought in the pacific region. But it’s also a real war that affected the lives of many New Zealanders. So there was also an opportunity to engage with New Zealanders about what war really is, while having a positive effect on the ONE brand overall.

Explain why the creative execution was relevant to the product or service.
People are used to receiving bright, gimicky direct mail in their letterbox so it’s refreshing and original for them to receive a tangible, precious, realistic letter for a change. And as ‘The Pacific’ is a show based on the real stories of real soldiers, it felt appropriate that the Direct Mail letter should have that element of reality also.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
The most effective and engaging way to remind people what war really means was to send them a real letter written by a real soldier who fought in The Pacific. The chosen letter was emotive, heart-wrenching and gave people an insight into what soldiers went through in battle. This creative solution ultimately gave people a good idea as to what the show was about and would hopefully achieve the desired outcome – to get people to switch to ONE and watch the show.

Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
The letter had the desired effect of making people think about ‘The Pacific’ on a more emotional level. It was talked about on the National news and newspapers. “…so far, that marketeer’s letter from Jonny on Okinawa has told me more about what war is than Hanks, Speilberg and their US$150million budget” – Greg Dixon, Time Out magazine. ONE’s ratings skyrocketed. 25% of New Zealand watched the first episode, ONE experienced a ratings increase of 8.3 points when all other channels decreased and 40% of traffic to ONE’s online on-demand service was for ‘The Pacific.’