Advertiser: TOURISM NEW ZEALAND
Agency: CONTAGION
Category: Entertainment & Leisure
Advertising campaign: STORIES BEAT STUFF
Sound Post Production: Ben Sinclair
Chief Executive Officer: Dean Taylor (Contagion)
Agency Producer: Fiona Champtaloup (Contagion)
Agency Producer: Lizzie Morrison (Contagion)
Creative: Matt Campbell (Contagion)
Social Influence Director: Tom Bates (Contagion)
Client Partner: Vanessa George (Contagion)
Creative Director: Bridget Taylor (Contagion)
Client Partner: Clare Mccracken (Contagion)
Client Partner: Katja Green (Contagion)
Designer: Seth Josephs (Contagion)
Director: Jordan Dodson (The Storyboard)
Mac Operator: Mark Van Der Hoven (Contagion)
Client Partner: Priyanka Patel (Contagion)
Channel Director: Richard Thompson (Contagion)
Channel Assistant: Suzie Thompson (Contagion)
Producer: Tanya Cathro (The Storyboard)
Creative: Verity Dookia (Contagion)
Implementation
In an age where the status update is everything, it’s he who dies with the best stories that wins. So we asked young people from around the world to prove it. We created a global trading hub. All they had to do was trade a material possession they loved for a $30,000 story of a lifetime. On the website people could upload their trade, pick from one of six prizes, invite 3 friends to join them and share with their social network. Friends could come on to vote, look through the experiences and other trades.
Relevancy
This wasn’t only about a promotion to give away 6 holidays but creating legacy content that would change perceptions of New Zealand. So this idea ensured that the story continued once the winners arrived. Each winner became an advocate for NZ. Tourism NZ’s website was their blog and the six holidays to NZ was our next ad campaign.
Outcome
Trades poured in from over 50 countries. From cars, to girlfriends to their entire house. Over a million people either entered, voted, shared or saw the campaign and the 'ads' that were created got a million views on YouTube. The arrivals of young travellers continue to grow, proving that stories really do beat stuff.
Client Brief Or Objective
New Zealand wasn’t cool anymore. The clean green image was fine for the old people, but not for youth. We needed to create a year-long campaign that would show experiences that young people didn’t expect from a New Zealand holiday.