TVNZ has teamed up with AIM Proximity to concoct a creative campaign which was delivered to the country’s leading creative directors.
Packaging crates carrying a 60kg hindquarter of Angus beef were sent out to ad agencies around New Zealand to promote the creative ways in which advertisers can use the TVNZ Ondemand platform.
Those who received the meat package were encouraged to visit the Ondemand Meats website where instructional videos gave a step-by-step demo of a carcass being broken down which doubled as a tutorial for advertising around the Ondemand player.
“Getting the attention of creative directors is no mean feat, but we were confident that leaving half a cow outside their office would make them sit up and take notice,” says AIM Proximity’s creative director, Michael Barnfield.
The website also told the meat recipients that their beef would be picked up that afternoon and returned to them the following day in nicely packed individual meat cuts which could be distributed to the creative team members.
“We thought that meat was a fun topic to get the conversation started,” says Barnfield. “At the same time, we wanted to prove that if we could build an intriguing story for an everyday butcher shop on the TVNZ Ondemand platform, then the possibilities are endless.”