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:
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: