TV2 Around The World In 80 Days
TVNZ
Issue 9 | December 2008
Agency
Saatchi & Saatchi NZ
Creative Team
Mike O’Sullivan – Executive Creative Director; Tim Howman – Creative; Bex Radford – Creative
Production Team
The Craftshop - Design
Other Credits
Sonya Berrigan – General Manager; Gillian Stanton – Group Account Director
Date
March 2008
Background
TVNZ briefed Saatchi & Saatchi to sell ad space during TV2’s Saturday night movie slot. The space had great audience numbers, but an underwhelming level of interest from advertisers. The challenge was to raise awareness and interest levels.
Idea
The agency sent head TV buyers of key media agencies a rate card for the upcoming TV2 Saturday night movie, 'Around the World in 80 Days', inside a series of envelopes postmarked to show that it had been around the world in 80 days.
Results
Within weeks, every available space during the next six months of Saturday night movies sold out, amounting to over $5m NZD of revenue for the client.
Target audience
Head TV buyers of key media agencies
Our Thoughts
This gives a new meaning to the idea of the chain letter. And completely wonderful if you were a media buyer who was also a stamp collector. An idea that really broadens the appeal of mail as a medium.