Achieving genuine global awareness and customer engagement is no mean feat, but it is something Air New Zealand managed to achieve with boldness and flair and, at the same time, position itself as the world’s most innovative airline.

In 2010 Air NZ delivered a game-changing long-haul airline experience for its new Boeing 777-300 plane. This included unique innovations like the Skycouch, the three seater in economy that turns into a couch, and the Spaceseat, a new way to experience Premium Economy.

The primary challenge, with a global product operating in markets around the world, was that the airline needed to deliver a truly global campaign with massive reach, all on a small budget.

In turn bookings needed to start before the physical product was delivered.

The Rico campaign, a series of online videos featuring Rico the puppet and other passengers experiencing the different classes and innovations aboard the new planes, achieved genuine global awareness and customer engagement through earned media.

This included 400 million impressions in the US and three million YouTube views. The campaign ranked 10th in the world for 2010 viral videos and is being used as a global case study by YouTube.