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:

  • Despite the show attracting just 1% of USA and UK audiences,24% of New Zealanders tuned into the first episode of The Pacific

  • 57% of New Zealanders (2.3 million people) watched the show at some point throughout the series