back hello Monday next
hello Monday
Industry Bronze - Travel & Leisure, Channel Bronze - Direct Response (any media)
Chemistry Interaction
Entrant Credits
Patrick Murphy, Susan Young, Paolo Alinea, Odessa Coleman, Mike Larmer, Tessa Kaio, Peter Hunt
Nominee Credits
David Libeau, Stacey Wallis, Rachel Cruickshank
Additional Credits
Fredrik Bergstrom, Matt Lawson, Paul Hamilton
Entry Rationale

helloworld had a problem. Its launch earlier in the year had been a tremendous success, achieving challenger brand status in just six weeks, but now budgets were depleted and the business needed a fresh injection of new leads to keep its franchise members happy.

The answer was ‘hello Monday’, an online game which enabled helloworld to not only continue their spectacular growth trajectory, but also accelerate it, acquiring nearly as many leads as the launch, but in just 28 days.

hello Monday invited Kiwis to play a game to identify an exciting new Air New Zealand flight destination for a chance to win every Monday – the most uninspiring day of the week.  Everyone who played had a chance to win a $2,000 helloworld travel voucher and entered a grand draw, where they could win a luxury Tahitian escape.

hello Monday proved the power of gamification in a targeted direct campaign, reinforcing helloworld’s position as a Kiwi brand that genuinely understands the needs of Kiwi travellers.