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The Bear Essentials of Safety
Awards
Channel Gold – Social Media & Viral
Entrant
True
Nominee
Air New Zealand
Entrant Credits
Craig Pethybridge, Matt Dickinson, Jerry Beale
Nominee Credits
Mike Tod, Jodi Williams, Susan Davidson
Additional Credits
Kevin Schluter, Ashleigh Robertson
Entry Rationale

Air New Zealand’s safety videos utilise humour and consistently original themes that reinforce their brand promise of ‘liberating from the ordinary’.

Globally, Air New Zealand wanted to drive brand awareness among international travellers and boost positive associations around the global Air New Zealand brand, albeit without the luxury of a sufficiently large budget to guarantee exposure across such a wide audience. At the same time they wanted to highlight their partnership with The Department of Conservation, highlighting the beauty of DoC-managed parks, including walking routes and guided tracks.
 
The Bear Essentials of Safety brought together the celebrity pulling power of Bear Grylls and a partnership between Air New Zealand and DoC, against a backdrop of New Zealand’s stunning scenery and the variety of dramatic scenic walks in our national parks.

In addition to screening to all passengers pre-flight,  a multi-channel digital campaign and promotion were created to drive people to watch The Bear Essentials, further incentivised by a ‘watch and win’ competition to win an all-expenses trip for 2 to New Zealand – spending 12 days doing a selection of classic NZ outdoor adventures.

This campaign proposition was summed up in the line: Watch the Bear Essentials of Safety and be in to win the Great Kiwi Bucket List.

There were 3 key components to the strategy:

  1. layers of content that delivered on the stated local and global business and brand objectives in a unique and interesting way 
  2. use Air New Zealand’s owned social media channels, supplemented by a targeted multi-layer campaign through their own in-house PR team and Giant Media 
     
  3. an integrated prize competition using a dedicated microsite, open to anybody in the world

Overall, this strategy enabled tremendous global reach and exposure using a mix of paid and earned media, including a high volume of additional free eyeballs:

  • The 30-second pre-roll teaser video got 342,000 views
  • The Bear Essentials of Safety video got 2,171,128 views
  • 32,000 entries into the ‘Win the Great Kiwi Bucket List” competition
  • #3 on YouTube’s most watched Travel & Events videos of the month
  • #6 under ‘Most Popular Around the Web’ category for YouTube for March 2013