In celebration of the major cultural moment that is Te Matatini Kapa Haka Festival, a four-day event held at Eden Park, Tāmaki Makaurau, TVNZ has shared its broadcast feed with NZ’s biggest news sites, Stuff and The NZ Herald.
The festival kicked off on Tuesday and is being broadcast on TVNZ+ and TVNZ 2 throughout the week, Te Matatini brings together the traditions and stories of hapū, iwi and waka, while placing great emphasis on originality and diverse expressions of Māori artistry within the kapa haka disciplines. Broadcasting and streaming the festival connects with TVNZ’s Rautaki Māori which aspires to unleash the pūmanawa of Aotearoa – its people, its places and its potential.
“We wanted to activate Te Matatini in a way that was unique to both the ambition of TVNZ, and the cultural significance of the event,” says dentsu Media Business Director Sebastian Van Dyk.
“It’s upon seeing and hearing Kapa Haka that you can really feel its power, so we wanted to replicate that experience as closely as possible, within our advertising. As such, to deliver on this ambition the dentsu Media team worked closely with Stuff and The NZ Herald, to reimagine display advertising as a live broadcast channel.”
This approach was centred around dynamic live streaming display ads, that were made possible with dentsu’s proprietary platform D4. In essence this meant connecting TVNZ’s live broadcast feed to dentsu Media’s D4 platform, which in turn allowed them to pass the live feed into display banners across NZ Herald and Stuff, simultaneously. This is the first time a live video feed has powered the homepages across two of New Zealand’s biggest websites.
“Delivering a live feed simultaneously across multiple platforms (and devices) required a huge amount of testing, and thanks to a tremendous amount of collaboration between our team, the teams at TVNZ, NZME, and Stuff, we were able to create and deliver a market first live dynamic digital campaign,” Bram Stevens, Group Director Data & Technology.
Te Matatini festival will be live streamed on TVNZ+ (and on air across TVNZ 2).
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