The Challenge
House of the Dragon is a global success, a show that has gained a cult like fan following - the types of fans that get deep into the detail of the show. NEON is New Zealand's streaming service a platform that although houses global content maintains it's local brand persona. So we wanted to give people something they could truly immerse themselves in, an experience that fit with the themes of the show but with a local twist. So we created a world that intertwined NZ culture with House of the Dragon to give fans the detail they love.
The Solution
HBO’s House of the Dragon was returning to New Zealand on NEON. A show about dragons - dragons eat sheep - New Zealand has 25 million sheep. So we created a very NZ brand experience - Baattlewear, armour designed to protect our sheep. We carefully crafted the armour to reflect themes of the show, combined with NZ sheep breeds and at every touchpoint our customers could further immerse themselves in the detail. The armour could be explored at inner-city farm parks, show premieres and Comic-Con style events where hidden easter eggs could be discovered. It also featured in film, outdoor & social. We were challenged to give the NZ show launch a standout brand experience in a cluttered, well-trodden category with a NZ twist.
