Air New Zealand needs to generate brand love, with Jetstar in aggressive competition making it hard to win on price. To leverage national pride, Air New Zealand sponsors world class athletes to drive the core business of selling flights. Last year, Air New Zealand launched its first brand TVC in eight years, making a promise to the nation that they will be there to help Kiwis on their ‘where to next; journey today, tomorrow and in the future. This is supported by the partnerships which demonstrate where to next for their brand ambassadors.
1. Partnership awareness – Where to next for our Great Mates?
In the lead-up to the 2016 Olympic Games, engaging content was created featuring Air New Zealand cabin crew and the ambassadors (Valerie Adams, Mahe Drysdale, Lisa Carrington, Sophie Pascoe, Eric Murray & Hamish Bond, Peter Burling & Blair Tuke), showcasing the relationship and providing deeper insight into the athletes’ lives. The Where to Next website housed this content which was also seeded in social, paid digital and owned channels. This phase generated a cookie pool of 500,000 to retarget additional content through the campaign.
2. Generate leads through engagement – Play our Great Mates
Six mobile games were launched, one for each athlete ambassador, wherein Kiwis were challenged to take on the Great Mates at their own game. The 141,539 people who played the games were retargeted with a domestic sale.
3. Conversion – Their best times are our best deals
Engaging the nation with a never-been-done-before Great Mates domestic sale, Air New Zealand mirrored their Great Mates’ achievements where their best time became the best deal, not only driving sales but leveraging the partnership with the prices.
This campaign delivered incredible results. It was the most engagement Air New Zealand has ever achieved with any competition microsite with almost 1 million game plays and over 200,000 entries.
The judges applauded the game engagement, strong connection to sales, social metrics and evidence of results in this entry. They said it was a relentlessly on-brand programme that leveraged assets from across the business to deliver an effective cut-price competitive response without devaluing the brand. And it delivered a great return on investment.
Great Mates was deservedly the clear-cut winner in the judges’ eyes, rating it as the standard that every entry should strive for.