June – August 2007 winner: Home. Sweet As.
Client: Air New Zealand
Creative Agency: HOST
Campaign type: Microsites
Industry: Travel
Campaign Information
The objective of this campaign was to position Air New Zealand as the airline that reconnects expat Kiwis with home. With this, a database was built to start an ongoing dialogue with them. Friends and family back home in NZ sent messages to expat Kiwis in Australia via a billboard in Sydney/Melbourne, encouraging them to come home. Messages were sent from the .co.nz site, and viewed on the .com.au site.
Results from this campaign included 10,349 people opting in to hear from Air New Zealand again with an opt-in rate of 81%, 93,362 visits to the NZ site, 35,460 visits to the AU site, 19,025 total messages displayed and three marriage proposals!
Judge’s Comment
A fantastic idea that takes digital beyond the basic computer screen.
