Air New Zealand: Case study

Credits & Description:

Brand AIR NEW ZEALAND
HOST/HAVAS Sydney, Australia Entrant Company
HOST/HAVAS Sydney, Australia Idea Creation
RED DOG PRODUCTIONS Sydney, Australia Production
Darren Spiller Host/Havas Chief Creative Officer
Jon Austin Host/Havas Executive Creative Director
Hadleigh Sinclair Host/Havas Copywriter
Jack Delmonte Host/Havas Art Director
Ros Payne Host/Havas Producer
Oli Cassidy Host/Havas Account Director
Natasha Foyer Host/Havas Account Manager
Hayley Matchett Host/Havas Editor
Jack Delmonte Host/Havas Director
Synopsis
48 hours before the Superbowl, local media revealed that a star-studded trailer for the sequel to the classic Australian film Crocodile Dundee, was in fact a Superbowl ad for Tourism Australia. This meant Australia was going to be high on the consideration list for North Americans. With the clock against us, Air New Zealand tasked us with using the destination awareness this big budget spot would generate, to deposition Qantas and put them on North Americans’ radars.
Strategy
Traditionally big budget Superbowl ads run during the game. We didn’t have a big budget, or any affiliation with the Superbowl, so we decided to target a very specific audience after the final whistle. The Losers. Our strategy was to lure fans of the losing team to Australia with two enticing offer, a low priced fare but also something even more appealing, anonymity.
At the end of the film North Americans were invited to visit the Air New Zealand website and take advantage of a flight deal to Australia.
Outcome
4.5million Reach (KPI 1.2m)
900k views (KP 500k)
$0.03 cost per view (KPI 0.04)
186% increase in visits to North American website (YOY)
86% increase in visits to Canadian website (YOY)
22% increase in revenue (North America) (YOY)
84% increase in revenue (Canada) (YOY
Website
Despite going live so late in the day (6pm PST / 9pm EST post-game as intended) traffic was up YOY on both POS, with Canada POS in particular showing significant growth. The campaign landing pages saw 186% increase in traffic YOY in Canada, and an 86% increase in traffic in the US. Consumer interaction with the video placement in particular was high, however we believe that these consumers were in the dreaming and planning stage so did not immediately convert. We plan to build audiences from these placements and continue to retarget them in future campaigns.
Execution
When the final whistle blew we launched our online content through Facebook and Instagram. With North America talking about nothing other than the Superbowl, through a vox pop film we documented Australians’ lack of knowledge, and interest, in anything American Football related, thus making it the perfect place for fans of the losing team to visit.
Campaign Description
We positioned Australia as a losers’ paradise, the perfect place to escape the limelight if your team has just lost the Superbowl.