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.
Interbrand‘s job was to turn a standard black box into a compelling and entertaining brand experience. Interbrand‘s 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 Interbrand created the brand from start to finish, from positioning to naming, visual and verbal identity and rollout.
Witty, irreverent, and distinct, the new brand unlocked a new audience of Kiwi families.