Cannes Lions

Dawn Deals

FCB NEW ZEALAND, Auckland / AIR NEW ZEALAND / 2016

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Overview

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Credits

Overview

Description

We streamed live sunrises from our key destinations around the world, giving kiwis a live window into each destination at the most inspiring time of day. And, as the first rays of light appeared there, so too did the deal.

Execution

To catch the sun rises around the world we deployed a network of cameramen armed with laptops and cameras. They beamed live streams of the sun rising from 19 different locations using a beta version of YouTube’s new streaming technology - Live-Stream

The filming at each destination was coordinated to create a series of viewing events around the world. The further away the destination the more extreme the time difference. This meant kiwis had to get up in the middle of the night to watch the sun rises and claim the deals.

Outcome

Dawn Deals was Air New Zealand’s most successful sale ever. Every sale seat sold out, plus, an additional million dollars worth of revenue was through the Dawn Deals website. These were visitors who missed out on sale seats but were inspired enough by the event to purchase other tickets.

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