The Challenge

TVNZ recognized a pressing need to appeal to younger demographics who were increasingly turning to paid streaming services for their entertainment needs. While TVNZ+ offered free content, it struggled with a perception of being outdated and primarily serving as a catch-up service for linear TV viewers. The challenge was twofold: rebrand TVNZ+ to shed its “old,” “stale,” and “mumsy” image and capture the attention of a generation accustomed to binge-watching on global streaming platforms.

Research revealed that the target audience was overwhelmed by decision fatigue from managing multiple paid subscriptions. Despite recognizing the allure of binge-watching, they were hesitant to add another subscription service. TVNZ’s challenge was not only to position itself as a free alternative but also to highlight the addictive nature of its content, subtly warning viewers that while TVNZ+ was free, it could cost them in unexpected ways—through the time spent engrossed in its captivating shows.

Solution: "It’s Free. But it Could Cost You."

The solution lay in leveraging TVNZ+’s key differentiator—free, quality content—to redefine its brand narrative. The campaign, anchored on the theme “It’s Free. But it Could Cost You,” aimed to showcase the unexpected consequences of being drawn into TVNZ+’s compelling entertainment. Through captivating storytelling, TVNZ illustrated scenarios where viewers inadvertently found themselves in amusing or inconvenient situations due to their absorption in TVNZ+ shows.

TVNZ+ launched a bold rebranding campaign centered on the theme of unexpected consequences. By dramatizing scenarios of viewers being caught off-guard by TVNZ+ content, the campaign underscored the platform’s engaging and free nature while subtly cautioning about its addictive potential. The message was clear: while TVNZ+ didn’t cost a cent, the immersive content might distract viewers enough to disrupt their daily lives.

Results

The campaign achieved remarkable reach and engagement across New Zealand:

• Impressions: The campaign garnered over 30 million impressions across TV, video-on-demand (VOD), online video platforms, and out-of-home (OOH) advertising, effectively engaging digitally connected New Zealanders.
• Brand Perception: Qualitative research indicated a significant shift in perception:
  1. Positive Sentiment: There was a 52% increase in positive sentiment towards TVNZ+ among viewers who saw the campaign.
  2. Association: A 66% increase in viewers describing TVNZ+ as “light-hearted” and a 200% increase in those perceiving it as “youthful” highlighted the campaign’s success in redefining TVNZ+’s image.

The TVNZ+ repositioning campaign successfully transformed the platform’s perception from outdated to dynamic, resonating with a younger, more engaged audience. By effectively communicating the dual nature of its content—free yet potentially absorbing—the campaign not only enhanced brand appeal but also positioned TVNZ+ as a competitive player in the digital streaming landscape. This strategic repositioning exemplifies the power of innovative storytelling and targeted messaging in capturing audience attention and driving positive brand perception.