Case History Database

Early in 2008 nobody had ever heard of ‘The Gruen Transfer’. Now it is one of the ABC’s greatest success stories. On day one it attracted an audience of 1.3 million viewers, the most ever for an entertainment debut on the ABC. With a total budget of just $30,000, an ABC audience with strong views on advertising and fierce competition from the commercial networks, the Producers, Zapruder’s Other Films and the Agency were challenged to think outside the square and deliver the impossible, 900,000 viewers, day one. This story demonstrates the value of original thinking and the power of the single bold stroke in advertising. It was provocative thinking that outraged our audience and stirred up a storm of interest in ‘The Gruen Transfer’ for its launch. The same thinking has helped build an audience with a value of $4 million per episode and return on investment of $133 for each dollar spent, guaranteed the second series and helped Zapruder’s Other Films take the concept global.

	Author		Jamie Clift and Toby Harrison
	Executive Creative Director		Justin Drape
	Executive Creative Director		Scott Nowell
	Managing Director		Mark Green
	Copywriter		Nick Morrissey
	Copywriter		Damian Fitzgerald
	Content Director		Leigh Morrison
	Content Manager		Andrew Stanley
	Agency Producer		Thea Carone
	Executive Producer		Andrew Denton		Zapruder’s Other Films