Pay TV costs, contracts and content were alienating audiences. SKY New Zealand and TVNZ saw the potential for a new entertainment option—a middle ground between subscription TV and free-to-air.
Our job was to turn a standard black box into a compelling and entertaining brand experience. Our idea: IGLOO. Affordable pay-as-you-go appeal, coupled with a series of playful, family-friendly, brand creatures designed to make using the service easy and fun—from explaining package options to set up and channel surfing. And we created the brand from start to finish, from positioning to naming, visual and verbal identity and rollout.
The work was a hit with audiences, and won a Bronze Design Lion at the Cannes Lions International Festival of Creativity 2013.
Witty, irreverent, and distinct, the new brand unlocked a new audience of Kiwi families.