Air New Zealand DM DO YOU WANT TO SKI MORE? by Dentsu Inc. Tokyo

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Industry Airlines
Media Direct marketing
Market Japan
Agency Dentsu Inc. Tokyo
Executive Creative Director Megumi Sakashita
Art Director Yusuke Shirai
Copywriter Satoshi Umeda
Producer Megumi Shimada, Katsuhiro Fujita
Released April 2010

Credits & Description

Category: Ambient Media (Large Scale)
Product/Service: AIRLINE
Agency: DENTSU
Date of First Appearance: Apr 29 2010
Entrant Company: DENTSU, Tokyo, JAPAN
Creative Director/ Copywriter: Yoji Sakamoto (Dentsu)
Art Director/ Illustrator: Toshiaki Iki (Dentsu)
Executive Creative Director: Megumi Sakashita (Dentsu)
Producer: Megumi Shimada (Dentsu)
Producer: Katsuhiro Fujita (Fujifilm Imagetec)
Art Director: Yusuke Shirai (Dentsu)
Art Director/ Illustrator: Tomo Hayakawa (Dentsu)
Copywriter: Satoshi Umeda (Dentsu)
Account Executive: Emi Miyoshi (Dentsu)
Film Producer: Katsuya Fujisaki (Taiyo Kikaku)
Film Director: Masuhiko Ikada (Taiyo Kikaku)
Media placement: Three dimensional DM - Hakuba 47 - 29 April 2010
Media placement: OOH ad made of real snow - Hakuba 47 - 29 April 2010
Media placement: Radio CM at ski lift - Hakuba 47 - 29 April 2010
Media placement: New Zea Man's Twitter - Hakuba 47 - 29 April 2010

Describe the brief/objective of the direct campaign.
New Zealand is very popular for winter sports. But the fact is not well known to the skier of Japan located in northern hemisphere. In order to attract the customers during slow winter season, Air New Zealand had to inform the skier in Japan with a low budget, that New Zealand is a great place for winter sports during summer in Japan. We set the target to avid winter sports fans, who love to go to the ski resort in Japan, even near the end of the winter season and develop direct communication with them.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
At the end of April, the snowman shaped DM saying “Do you want to ski more?” was distributed in the parking lot of ski resorts, to aiming targets who’s come back to the parking lot thinking, "I want to ski more." Within the DM the poster full load of ski slopes & tour information on New Zealand is enclosed.
The snowman used for DM is iconized as “New Zea Man” and we jacked the ski slopes using real snowman as an out-of-home advertisement, and his theme music was played in ski lift.

Explain why the creative execution was relevant to the product or service.
By operating a promotion campaign at the ski resort near the end of the winter season, we were able to develop direct communication to avid winter sports fans, who are willing to go anywhere as long as snow is there, no matter how much they should pay. We set up New Zea Man's Twitter too, and this Twitter sending out the information of ski resorts of New Zealand while people in Japan suffered from the highest recorded temperature. The incentive such as "Snow Discount" that discount the airfare according to the snow accumulation in New Zealand was developed, too.

Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
-Many of the targets talked about the ski resorts in New Zealand in the car on the way back home.
-During the ski season, the number of people used Air New Zealand from Japan went up by 40% from the previous year.
-New Zea Man was also displayed at the ski shop in New Zealand and introduced winter sports culture of Japan.
-With this campaign, Air New Zealand developed a new communication route within the Asia and Oceania area.