Fans of one of the country’s most successful locally made and highest rating shows, New Zealand’s Next Top Model (NZNTM), were treated to some clever branded content last Friday, and a brief glimpse of TBWA\Whybin ECD Andy Blood.

Fans of one of the country’s most successful locally made and highest rating shows, New Zealand’s Next Top Model (NZNTM), were treated to some clever branded content last Friday, and a brief glimpse of TBWA\Whybin ECD Andy Blood.

The challenge for TBWA\Whybin and TEQUILA\ was to weave the proposition for a new 2degrees prepay product – the $19 Combo Pack - into the very fabric of an episode, as well as creating campaign assets from the show that could live across multiple media channels.

In addition, the agency was tasked with developing a high quality digital campaign to be extended beyond the episode and drive both awareness of the product and sales for 2degrees.

The result? A full episode of prime time viewing that blurred the line between reality content and promotional activity and leveraged interest in the show to drive engagement around display advertising.

Ross Howard, Creative Director at TEQUILA\, comments: “We developed a challenge for the contestants to create their own best ‘physical’ combos. Each team took photographs on 2degrees handsets, and submitted them for judging on a 2degrees tablet by the NZNTM panel. The winning team was then ushered to a studio location to feature in a shoot for a series of images that would be used for the display creative.”

“The display creative continues to play off the combination and wardrobe matching activities of the modeling industry, inviting viewers to participate in discovering their perfect combo of model and fashion style. This brought the $19 Combo Pack to life in a way that was an interesting and valuable addition to the show’s content,” he adds.

The media channels being utilised include the show itself, online display, branded content channels, on-demand video placements, TVCs as well as retail presence and social media. To see the New Zealand’s Next Top Model episode featuring TEQUILA\ and TBWA\ ECD Andy Blood, visit:

www.tv3.co.nz/Shows/NewZealandsNextTopModel/Video.aspx