Titre | A Very Merry Mistake |
Agence | Host Havas |
Campagne | Mirry Christmas |
Annonceur | Air New Zealand ANZ |
Marque | Air New Zealand |
Mise en ligne | Mai 2018 |
Secteur d'activité | Transports, voyages & tourisme |
Synopsis | With January’s peak travel period approaching, Air New Zealand – a small national airline with very big ambitions - wanted to raise consideration and awareness of their global flight network. That’s a little tricky at Christmas time, when much bigger brands with much bigger budgets are trying to do the same. With minimal budget, Air New Zealand tasked us with creating an idea that would cut through the noise of the Christmas period and ensure that their small voice was heard loud and clear. Strategy Creating global noise with minimal budget over the busiest time of year is no small feat. But fortunately, Air New Zealand had a secret weapon – a highly engaged social fanbase of New Zealanders both at home and abroad. We needed a socially-driven campaign that would powerfully resonate with our Kiwi audience, so they would share it far and wide, while still appealing to the global audience it would amplify out to. Our strategy, therefore, was to show our uniquely Kiwi take on Christmas. Because, just like our airline, New Zealanders do things a little different, and that makes all the difference. Relevancy A Very Merry Mistake was created to entertain our highly engage social audience. Christmas is when every brand is trying to get their brand message across. With a much smaller budget than our competitors, we needed a campaign that would become part of popular culture and inspire our audience to share our message far and wide. Outcome ‘A Very Merry Mistake’ proved a very big success. Our online film received a 10/10 Facebook relevancy score, and, in the first 10 hours, with $0 spent on media, our social audience spread our film far and wide generating • 670,000 organic views • 2.5 million organic reach • 92,000 engagements, 20k shares, 25k Facebook reactions By the end of the first week we had achieved 10.3 million views (Target of 6m) #1 trending on YouTube 22 million reach 553,000 engagements 384 million PR reach Execution We created ‘A Very Merry Mistake’ – an integrated campaign that celebrated a particularly distinctive, and notoriously confusing quality of New Zealanders – their accents. More specifically, an accent that proved particularly troublesome for the one person who can’t afford any misunderstandings over Christmas – Santa. We launched with an online film, which showed Santa and his elves struggling with New Zealand’s not-quite English. Fortunately, Air New Zealand, those experts in all things Kiwi, were on hand to save Christmas, translating the requests from down South. But the campaign didn’t end there. Through a social promo that showcased our global network, we got Santa’s hilariously mis-made toys, from Puggy Banks to Biscuit Balls and Ear Planes, into the hands of children young and old, all over the world. And to continue our helping hand, lighthearted extension videos offered pronunciation tutorials to help the world understand the unique Kiwi accent. Campaign Description With little budget, we needed to get our loyal Kiwi fan base talking, both at home and abroad. Fortunately, national pride runs high down south, and there’s nothing Kiwis love more than talking about, well… themselves. After all, from our rebel Prime Minister David Lange to our indomitable All Blacks, New Zealand has a long history of being the underdog, of going against the grain and punching above our weight. So what better way of raising Kiwi pride over Christmas than by showing how our tiny country could impact the biggest, most complex organisation in the world – Santa’s Workshop. |
Type de média | Télévision & Cinéma |
Longueur | |
Content Delivery Manager | Siobhain Hayes |
Brand Communications Manager | Samantha Saunders |
Social Media Team | Maria Hahn |
Social Media Team | Joan Zhang |
Social Media Team | Jessica Yip |
chief creative officer | Darren Spiller |
Directeur de la création | Jon Austin |
Concepteur / rédacteur | Hadleigh Sinclair |
Directeur artistique | Jack Delmonte |
Directeur de clientèle | Oli Cassidy |
Directeur de clientèle | Jo Thomasson |
Planning Director | Jess Page |
Broadcast Producer | Karen Muxworthy |
Réalisateur | Alex Roberts |
Producteur | Corey Esse |
Producteur | Amy Dymond |
Chef décorateur | Bruce Everard |
Monteur | James Ashbolt |
Photographe | Matt Baker |
Directeur de la photo | Tim Tregoning |
Entrant Company | Joachim Høst |
Idea Creation | Joachim Høst |
Idea Creation | Samantha Havas |
Media Placement | Carat Intraprasit |
Content Delivery Manager | Siobhain Hayes |
Brand Communications Manager | Samantha Saunders |
Social Media | Maria Hahn |
Social Media | Joan Zhang |
Digital Media Manager | Karina Wenker |
Senior Manager, Digital & Social Media | Jessica Yip |
Content Marketing | Jodi Williams |
CCO | Darren Spiller |
Executive Creative Director | Jon Austin |
Copywriter | Hadleigh Sinclair |
Art Director | Jack Delmonte |
Account Director | Oli Cassidy |
Account Director | Jo Thomasson |
Planning Director | Jess Page |
Broadcast Producer | Karen Muxworthy |
Director | Alex Roberts |
Producer | Corey Esse |
Producer | Amy Dymond |
Production Designer | Bruce Everard |
Editor | James Ashbolt |
Photographer | Matt Baker |
Director of Photography | Tim Tregoning |
Entrant Company | HOST/HAVAS |
Idea Creation | HOST/HAVAS |
Production | HOST/HAVAS |
Production | FINCH |
Production | ARC EDIT |
Production | SONG ZU |
Production | LOUIS & CO |
Media Placement | CARAT |