Carat Intraprasit
Media (Agency side) at Bullet Production Co. Ltd. Bangkok
TituloA Very Merry Mistake
Agência
Campanha Mirry Christmas
Anunciante Air New Zealand ANZ
Marca Air New Zealand
PostedMai 2018
Sector Empresarial Transportes, viagens e turismo
História 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.
Tipo de Mídia Televisão e Cinema
Comprimento
Content Delivery Manager
Brand Communications Manager
Social Media Team
Social Media Team
Social Media Team
chief creative officer
Director executivo criativo
Redator
Director de arte
Director de contas
Director de contas
Planning Director
Broadcast Producer
Realizador
Produtor
Produtor
Designer de produção
Editor
Fotógrafo
Director de fotografia
Entrant Company
Idea Creation
Idea Creation
Media Placement
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

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