Air New Zealand takes on four Australian ‘Kiwi Sceptics’ in major new campaign via Host Sydney
This Monday 13th February, Air New Zealand will launch its biggest Australian campaign in a decade, via Host Sydney.
The ‘Air New Zealand Presents: The Kiwi Sceptics’ campaign is an online reality show, narrated by well-known Kiwi comedian, Rhys Darby. Each episode documents the journey of Air New Zealand’s attempts to convert four Australian ‘Kiwi Sceptics’ into advocates, in order to drive the destination up Aussie’s travel wish-list.
To produce the campaign, Air New Zealand cast four real, but very different ‘rejecters’ of NZ and paired them with compatible Kiwi guides to show them a good time. The Hipster, Bali Girl, Aussie-Aussie and The Europhile, were all initially told they were travelling to other far-flung destinations to get them on the plane, but then not so pleasantly surprised with the news that they were in fact, going to New Zealand.
The development of the campaign was driven from TNS segmentation insights that revealed while there are 5.3 million people who seriously consider New Zealand as a destination, only one in five of these people actually make it across the ditch each year.
Says Kelly Millier, marketing manager for Air New Zealand Australia: “At Air New Zealand we know NZ is one of the best places on earth, but for one reason or another, there are many Aussies who don’t see the same fresh and progressive side of New Zealand, that we do. We figured if we could change the minds of those most sceptical, we should be able to convince those who are sitting on the fence.”
Suzie Shaw, managing director, Host said “Air NZ is a little airline with big ideas about how to do things differently. So we set out to find a big idea to show off a different side of New Zealand.”
Leslie Ali, ECD/Director of The Jamboree says: “The opportunity for us to create and direct content to sell an airline was an exciting challenge. So much of what you find in this space is dull and expected. It took a brave and gutsy client to let us break some rules and make something truly engaging for all those Kiwi sceptics out there.”
The campaign will be supported with an innovative media partnership with the Nine Entertainment Company, secured by PHD. The media deal will provide an online hub for the campaign, kiwisceptics.com, within the ninemsn site, enable Air New Zealand to distribute content and engage a broad audience through their range of online and offline media assets and provide channels to offer those that engage, great fares, deals and promotions.
The campaign and all four episodes will launch on Monday, supported with online and print advertising, editorial, advertorial, cinema and social media activity.
Client: Air New Zealand Australia
Agency: Host
Creative: The Jamboree
Director: The Jamboree
Production: Candid Films
Media: PHD
16 Comments
Nice. Watched them all and now I want to go there.
nice work host and client. a solid idea, but it needed great execution, which it got. it could have been so predictable if executed badly.
Major septics? Will dun bru!
Just finished the first one. It was engaging and real. And once the funny man VO got going it was brilliant.
Going to watch the rest now
Just a tip, if you want to sell NZ don’t have a kiwi vo.
I loved this, well done host. Executed brilliantly, Rhys is the man.
very nice work. Well done all involved.
Watched them all, very impressed. Top work, guys – I haven’t seen content this good in a long while.
So very good, so quintessentially Kiwi. Capture the essence of the Kiwi experience so much better than bungy jumping and dicos. The only people they won’t work on will be those you wouldn’t want to feed.
These are good.
The challenge remains getting enough people to take the time to watch them.
Not my cup of tea, takes too long, good try though.
Just wondering how the sceptics could possibly mistaken the plane’s destination at the airport and think they are heading to Europe instead…
Great to watch, but still there’s nothing featured that can’t be done better in Oz.
And really, comparing NZ with europe? 44 countries, as many languages and thousands of years of culture… hmmm not convinced.
Nice work guys. Top notch work.
Who graded them?
great – sponsor billboards across Sydney and launch app (make reservations, find your way around etc) make it easy!
Nice Idea but I’m with ‘still a sceptic’ – would have been good to focus on unique experiences, not events that could happen in any country – with an added measure of cold wet NZ weather. The Aussie talent comes across as polite and gracious / good sports for enduring it all.
The VO is great though – fun and very NZ / self deprecating