AUCKLAND, Today: TVNZ – in partnership with Starcom, billboard company QMS, and Auckland Transport – set out to turn a typically mundane daily task (“from Drab to Fab”) with the arrival of TVNZ OnDemand’s locally commissioned show – The House of Drag.
Hailed as a hybrid between Ru Paul’s Drag Race and Big Brother, the new elimination-style reality series follows nine “Dragstars” competing in outrageous challenges each week to keep their place in the House of Drag mansion.
Only one Dragstar will take home the ultimate prize pack and be crowned New Zealand’s first Dragstar.
“Kita and Anita, our incredible hosts of TVNZ’s OnDemand’s new local show House of Drag, were quickly identified as potential train conductors – our gems to help us go about turning passengers’ commute from Kingsland to Britomart from Drab to Fab,” said TVNZ senior marketing manager Bex Brown.
“By the end of Friday, House of Drag was in TVNZ OnDemand’s top 10 shows.”
Through the partnership with Auckland Transport, the hosts were given access to the 8.35am train’s intercom system to make announcements, sing karaoke, and ensure all safety hazards were clearly identified.
“TVNZ are in the business of producing the best local content using the best talent New Zealand has to offer,” said Starcom business manager Sebastian van Dyk.
“We thought, that outside of seeing such talent on the show House of Drag, there was no better way to bring the talents of Kita and Anita to New Zealand than turning a drab end of the week commute into a fabulous Friday morning!”
By the end of Friday, House of Drag was in TVNZ OnDemand’s top 10 shows.
The campaign extends across multiple channels including TVNZ’s extensive owned channels, social, online and OOH.
CREDITS
Clients: TVNZ
TVNZ Senior Creative: Greg Hughes
TVNZ Campaign Manager: Josh Wolfe
TVNZ: Rebecca Brown
QMS: Catherine Roxborough, Henry Rowley
QMS Agency Sales: Henry Rowley
Agency: Starcom
Starcom Business Manager: Sebastian van Dyk
Starcom Media Assistant: Sarah Drum (Starcom)
Partners: Transdev, Auckland Transport
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