Cannes Lions

Key Mission 360

FACEBOOK CREATIVE SHOP, New York / NIKON / 2017

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Overview

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Overview

Description

‘To sell a camera, we sold a country.’ To make the most watchable 360 films possible, we took every one of the camera’s attributes (ultra light, dust-proof, shockproof, waterproof, Ultra HD filming, etc) and matched them to a feature of New Zealand that would test it to its limits: an active volcano, the Antarctic ocean, the fierce elements, and we even got a ‘Kea’ (a native parrot) to steal one while the camera was running.

Execution

Phase 1:

15s and 60s cut downs appeared in people’s newsfeeds. These led audiences to longer (2 min 30s vers) on purenewzealand.com. The longer versions also used hotspots and newly launched ‘guided view’.

Media: TNZ Facebook, TNZ youtube, purenewzealand.com, and trade shows (VR).

Phase 2:

2 months later, Nikon launched their campaign on mynikonlife and related sites using editorial, features, PR, and also and eDM to 90 000 members, plus Nikon Australia Youtube, and POS(VR).

Outcome

Results for TNZ (Organic): +800 000 views on Facebook, reach of 4 million.

Results for Nikon (Paid): Reach 3.5 million. Views to 100%: 32,000. To 50% 65,000. Almost 10% of the audience completed a view - very healthy for work that is between 60s and 2 min 30s.

The campaign is only just over 2 months old. Tourism New Zealand were very satisfied with the consumer engagement of their campaign. And Nikon had the cache of the Key Mission shooting TNZ's first ever global 360 campaign which was proudly badged "100% Pure New Zealand".

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