TVNZ: The Pacific

In April 2010, TVNZ debuted Steven Spielberg’s The Pacific. Despite the show’s big budget and big name director, it hadn’t been successful in the UK and US.

TVNZ: The Pacific

Colenso BBDO

SUMMARY

In April 2010, 346,000 New Zealand homes received a handwritten letter from a soldier fighting in Okinawa during World War Two.

This unexpected letter was the first stage of a campaign to create an emotional connection between today’s New Zealanders and the Pacific War of 1942. The war was the subject of The Pacific, a new show for major New Zealand broadcaster TVNZ.

Remarkably for a war show, The Pacific was one of TVNZ’s most successful ever launches.

The creative campaign captured the interest and the viewership of millions of New Zealanders:...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands