TVNZ - The Pacific

This case study features a campaign, which used emotion, to excite New Zealand viewers about the launch of the World War Two television series, The Pacific, on TV One, the New Zealand broadcaster.

TVNZ – The Pacific


In April this year, 346,000 New Zealander homes received a handwritten letter from a family member 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 flagship show of TV ONE’s new season: The Pacific.

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...

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