Below is an article about the cost of it. Good for audience studies too.
$1m, batteries included
www.nzherald.co.nz/topic/story.cfm?c_id=260&objectid=10435768
Television New Zealand paid about $1 million for the new TV One promotion, the one where people are shining torch lights hopefully into the sky looking for ... well, something. Some media suggested it cost $300,000. In fact, that is what TVNZ paid Sydney consultants Ink, effectively to change the colour for the One logo from blue to orange, setting it against a blue sky. One million sounds a lot for a new commercial but, as any advertiser will tell you, branding television commercials always cost an arm and a leg. The channel promo is screened a lot and TVNZ desperately needs to sell TV One. A lot of people in the advertising industry are snitchy, saying the aspirational, cast of thousands imagery was ostentatious and the refrain from the young girl not unlike Saatchi's ads for Telecom. The new ad is like previous TV One campaigns - Welcome to Our World, the Monty Pythonesque animations - appealing and necessary but ultimately wallpaper. As for the $300,000 paid to change the colour of the One logo, from blue to orange, one contact was bemused. Couldn't you change colours by pushing a couple of buttons on the office PC?
