Cannes Lions

TRANS TASMAN FLIGHTS

HOST, Sydney / AIR NEW ZEALAND / 2008

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Overview

Entries

Credits

Overview

Description

A digital direct campaign for Air New Zealand designed to build a database of ex-pat kiwis living in Australia.This four week campaign engaged kiwis on both sides of the Tasman Sea simultaneously and resulted in an 81% opt-in rate, four marriage proposals and no shortage of coded adulterous messages.For a full overview of the campaign, please view the reel.

Execution

The strategy positioned Air NZ as the carrier that reconnects Kiwis with home. This was demonstrated by:1. Sending Kiwis home (250 in total) for free, every weekend, for a month.2. Enabling ex-pats to reconnect ‘emotionally’, via messages sent from home.Kiwis in NZ sent a message to friends in Australia via the New Zealand site, to a digital billboard in Sydney/Melbourne.

The messages were photographed and streamed live to the Australian site. Recipients were sent a link to view their message and once there, they could enter the competition and opt-in for further communication.

Outcome

Over the 4-week campaign period, there were 128,556 visitors with 19,225 messages sent. From 12,235 competition entrants, 10,017 opted-in to hear from Air NZ again – an opt-in rate of 81%.

To put this in perspective, this figure is 5% of the Kiwi population living in Australia. It now provides a great platform to build the database further."It's a pleasure to work with an agency that remains constantly focused on deliverable targets, and most importantly, work as though they are the client and it's their own business at stake".Mark Street, Marketing Manager, Air NZ.

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