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Industry TV Channels/Radio Stations and Programmes
Media Direct marketing
Market New Zealand
Agency Colenso BBDO Auckland
Director Caroline Bell-Booth
Executive Creative Director Nick Worthington
Creative Director Michael Barnfield
Art Director Tamryn Kerr
Copywriter Rachael Walker
Producer Zara Haydn
Digital Creative Director Terry Williams-Willcock
Released April 2010


Caples Awards 2011
Other Media Social Media Finalist

Credits & Description

Category: Publications & Media
Advertiser: TVNZ
Product/Service: TV SERIES
Date of First Appearance: Dec 17 2010
Entrant Company: COLENSO BBDO, Auckland, NEW ZEALAND
Entry URL:
Executive Creative Director: Nick Worthington (Colenso BBDO)
Creative Director: Michael Barnfield (Aim Proximity)
Digital Creative Director: Terry Williams-Willcock (Aim Proximity)
Art Director: Tamryn Kerr (Aim Proximity)
Copywriter: Rachael Walker (Aim Proximity)
Digital Designer: Alex Waskiewicz (Aim Proximity)
Digital Developer: Paul Headington (Aim Proximity)
Digital Developer: Craig MacGregor (Colenso BBDO)
Account Director: Victoria Pether (Aim Proximity)
Planner: Ian Hulme (Aim Proximity)
Agency Producer: Serena Fountain-Jones (Aim Proximity)
Director: Caroline Bell-Booth
Group Account Director: Paul Wilson (Colenso BBDO)
Account Executives: Sarah Devenport and Matt Frost (Colenso BBDO)
Producer: Zara Haydn
Photographers: Greg Hughes and Jacob Slack
Media placement: Facebook Application - Facebook - 17/12/10
Media placement: TV Campaign - National Television - TV2 - 17/12/10

Describe the brief/objective of the direct campaign.

When New Zealand's number one soap opera, Shortland Street, ended its 2010 season, thousands of fans were left without their daily fix. We had to keep them hooked until the show returned one month later. How could we leverage this downtime? We had a strong fan base on Facebook but we had to keep their passion for Shorty alive over summer with no new show content to talk about.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
We tried something no other soap opera had before – we invited fans to start an online relationship with their favourite character. Every fan wants to get closer to the stars they see on screen so we made that fantasy a reality.

Our TV campaign directed traffic to the Summer Fling Facebook app where fans could choose which character they wanted to hook up with and set up their friends with a fling too. Soon they were receiving a stream of flirty messages, pics, videos and emails from their Summer Fling, personalised as if it was a real life relationship.

Explain why the creative execution was relevant to the product or service.
Each Summer Fling story was carefully crafted to sit comfortably alongside the on-air narrative, with new season plot teasers revealed along the way.

By extending the world of Shortland Street on the Facebook platform we offered fans a highly-personalised, interactive experience with the show. The additional content created a sort of online ‘parallel universe’ for the show that kept fans returning all summer long. They also participated in constructing the Summer Fling narrative themselves by replying and sharing the content, and even creating their own content in some cases.

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.
Thousands of Facebook fans joined up and they really got into it – replying to messages and posting them on their Walls for everyone to see.

Hundreds of fans replied directly to the emails from their character, as though they were real people. Some even created their own photo and video responses.

• 200% increase in fan interaction on the Shortland Street Facebook page
• 271% increase in traffic to the page
• 31% growth in daily ‘Likes’ on the page
• 50% of our target market tuned in to watch the first episode of 2011