For Shortland Street’s 30th Anniversary TVNZ looked to pull out all the stops to help bring some excitement to this landmark occasion in NZ broadcast television.
THE CHALLENGE
For Shortland Street’s 30th Anniversary TVNZ looked to pull out all the stops to help bring some excitement to this landmark occasion in NZ broadcast television.
The challenge was to bring lapsed viewers and Shorty Street familiars back into the excitement of the show through organic experiential content that helped bring Shortland Street to life on social.
THE SOLUTION
We wanted to use the nostalgia of the show to have some fun on social through a brand experience like no other.
Kindly supported by the team at St Johns, the dentsu team brought an organic approach to life that (literally) delivered on the talkability of the occasion. Using a real ambulance, we created a drop off experience with Shortland Street scrubs among other gifts to help make the at-home viewing experience a winner for our 20 influencers.
OUTCOME
- Approx 304,000 organic campaign impressions.
- An incredible 95% organic influencer uptake.
- 80 pieces of earned influencer content.
- $0 paid influencer spend.
