MTV MILKS NEW ZEALAND
Lowe Hunt, Sydney this week unveiled the long anticipated launch campaign for the MTV channel in New Zealand called “Pure NZ Goodness”. The campaign rolled out with 3 x 45 TVC’s on both free to air and New Zealand’s Cable network, Sky TV. The rest of the campaign, including print, poster, and interactive targets the streets of New Zealand with outdoor placements including billboards, metrolites and magazines including Remix and Pulp.
The integrated campaign is centred around a fictitious dairy factory set amongst the lush green hills of New Zealand. Inside the factory the cows are milked by bikini clad girls and delivered all over New Zealand in MTV milk vans. The milk has strange side effects for those who drink it. In one of the ads a couple stab each other after drinking the milk, while in another, girls rub blood soaked steaks all over their bodies. Ironically, the campaign line is “Pure NZ Goodness”.
Lowe Hunt has applied its ‘Brand Explosion’ methodology to the campaign which in simple terms means that it is truly an integrated campaign running across multiple channels including TV, print, poster, ambient, web and events. The agency recently created the multi-award winning LYNXjet campaign using the same strategy.
Says Dejan Rasic, Creative Director at Lowe Hunt: “What we’ve done is create a true brand personality for MTV New Zealand that lives beyond just a few ads. It’s a property that MTV can own and becomes an entertainment platform for the launch”.
Says Vanessa Zuppicich, Creative Director of MTV Networks: “Our brief to the agency on the NZ launch was to create a campaign that pulls on kiwi culture and then turns it on its head in true MTV style. Our main objective is to make people laugh and then get them talking about MTV NZ”.
Lowe Hunt commissioned tvc director Michael Spiccia from Silverscreen productions in Auckland to bring the campaign to life. Spiccia is best known for his music videos and recently picked up an 2005 MTV award for one of his clips. The “Pure NZ Goodness” campagin was shot over three days in and around Auckland.
Lowe Hunt’s interactive department have extended the campaign into an innovative web site which brings to life the MTV dairy company.
Agency: Lowe Hunt, Sydney
Client: MTV Networks
Head of TV: Darren Bailey
Creative Team: Howard Collinge, Dejan Rasic and Simone Brandse
Interactive Team: Jonathan Mo and Mark Ashley-Wilson
Director: Michael Spiccia
Production Company: Silverscreen Auckland
Producers: Haydn Evans and Andy Mauger
Post & Effects: Oktober Auckland
Photographer: Stephen Stewart
Sound Studio: Sound Reservoir