What it had to solve
Relaunch VodafoneTV as the simple hub for TVNZ, Three, Netflix, Lightbox, Neon, YouTube, Sky and more, open to non-Vodafone customers too.
The idea
One actor playing many genres personifies one box carrying all your content: 'make TV simple again'.
How it works
A 60, 30 and 15-second TVC directed by Lee Tamahori shows Cliff Curtis in several cinematic incarnations, including adventure, arthouse and gangster Cliff. The campaign also ran YouTube spots, out-of-home, social, search and programmatic display.
What it did
LBB reports the campaign launching in September 2019 across those channels; no results were given.
Background
LBB reported in September 2019 that Vodafone New Zealand and DDB New Zealand were relaunching VodafoneTV with a campaign called 'The One', saying that in a world of dizzying choice and confusing platforms, VodafoneTV makes TV simple again. It brings apps and entertainment, including TVNZ, Three, Netflix, Lightbox, Neon, YouTube, Play Stuff, free-to-air and Sky, into one hub, available to non-Vodafone customers too.
To personify all your favourite content in one place, the team enlisted New Zealand's 'chameleon' actor Cliff Curtis. The TVC, directed by Lee Tamahori of Once Were Warriors fame, shows Curtis's many cinematic incarnations, including adventure Cliff, arthouse Cliff and gangster Cliff, to show the range of content available.
DDB's Damon Stapleton said the aim was to capture all your favourite content streaming in one place, pairing two icons of Kiwi entertainment with the streaming hub. The launch ran as a TVC in three lengths with YouTube spots, out-of-home, social, search and programmatic display.
Why it lands
Competing streaming platforms left viewers toggling between apps and devices.
A single hub box makes any TV smart without a Vodafone network contract.
An actor known for range stands in for the range of content.
A respected Kiwi director added credibility and craft to a utility pitch.
What you can take
To sell 'everything in one place', cast one recognisable face in many roles so the product's promise is visible in a single shot.
Since then
LBB gave no outcomes; the report positioned VodafoneTV as another innovation following the 5G launch.
FOLLOW THE EVIDENCE
The sources
- DDB NZ and Vodafone Make TV Simple Again lbbonline.com