Seven Sharp gets 11th-hour sponsor
"The greatest prime time, discounted advertising slot ever sold in NZ. Well done, Rabo."Featured comment
After weeks of scrambling TVNZ’s Seven Sharp has found a financial backer.
RaboDirect New Zealand will sponsor the current affairs show, which premiers this evening.
Seven Sharp was left hanging after Close Up sponsor Kia Motors decided not to renew its support weeks before airing.
Insiders say Kia Motors was unhappy with Seven Sharp's new format.
However, RaboDirect general manager Melanie Templeton says the edgier Seven Sharp brand is a good match for the online bank.
“There’s a synergy with the brand as we’re known for doing things differently and pushing the envelope.”
Ms Templeton declined to comment on how much the deal was worth, but told NBR ONLINE the bank has committed for a full year.
The bank boss says the deal is still very fresh but includes standard introduction graphics as well as commercial airtime.
However, she says RaboDirect – an online bank with no physical branches – is more interested in the digital components of the show.
“There is a web platform for the show and updates, although how we will use it hasn’t been nutted out fully yet.”
Ms Templeton says RaboDirect will be launching a new product in few weeks.
She told NBR ONLINE the bank has parted ways with former agency Shine and is working with M&C Saatchi on upcoming projects.
TVNZ head of sales Jeremy O’Brien says the Rabodirect will be rewarded for its faith in Seven Sharp.
“Over time we expect to introduce a level of innovation in this partnership that reflects the very different nature of the programme."