SCORE A PLANE by Proximity Auckland for Air New Zealand

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SCORE A PLANE

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Industry Airlines
Media Direct marketing
Market New Zealand
Agency Proximity Auckland
Creative Director Dave King
Art Director David Reid
Copywriter Steve Anderson
Designer Jason Vertrongen
Released May 2009

Credits & Description

Category: Travel, Entertainment & Leisure
Advertiser: AIR NEW ZEALAND
Product/Service: AIRLINE
Agency: AIM PROXIMITY
Date of First Appearance: May 4 2009 12:00AM
Entrant Company: AIM PROXIMITY, Auckland, NEW ZEALAND
Entry URL: http://entry.comps.co.nz/Awards/scoreaplane2009/index.htm
Programmer: Cameron Crosby (Aim Proximity)
Production Manager: Amanda Theobold (Aim Proximity)
Copywriter: Steve Anderson (Aim Proximity)
Art Director: David Reid (Aim Proximity)
Account Director: Victoria Pether (Aim Proximity)
Designer: Jason Vertrongen (Aim Proximity)
Creative Director: Dave King (Aim Proximity)
Media placement: Website - Website - 22 May 2009
Media placement: EDM - EDM - 28 May 2009

Describe the brief/objective of the direct campaign.
Our objective was to re-launch the already successful Grab-a-plane promotion and make it better than ever. This time around we were asked to leverage Air New Zealand’s sponsorship of the All Blacks, New Zealand’s national rugby team. We wanted New Zealanders to feel emotionally connected to our brand and get rugby fans to fly Air New Zealand more in 2009. Using an online promotion, our task was to recruit 10,000 new sign ups to the Air New Zealand Special Offers database, involve at least 165,000 participants in the promotion and achieve a minimum site visit of 85,000 people.

Explain why the creative execution was relevant to the product or service.
Giving rugby fans their own plane so they can fly with their mates to the biggest game of the season. That’s a brave and bold idea, one that took a lot of risk and belief from the client, and made a huge statement about Air New Zealand’s fanatical sponsorship. Better still, it connected rugby fans from all over the country, just as Air New Zealand’s service can.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
We launched with an email for the promotion to drive recipients to the campaign website. Once there, users could sign up via facebook, connect and create their plane. They assumed the role of rugby captain and recruited players to their team. Simply fill a plane with 30 of their teammates and they could fly to watch the All Blacks take on the Wallabies (Australia’s rugby team). We also allowed website visitors to interact with friends and fellow teams to create a sense of community and give fans a place to express their love for the game.

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.
*12,233 new sign ups/planes were created. (12% above target) *832 planes were filled. *63,506 unique participants. *15,462 signed up to Special Offers. *118,435 unique site visits. (39% above target) Having already enjoyed success with a previous Grab-A-Plane promotion, Air New Zealand rightfully expected more of the same and aggressive targets were set this time around. Rather than experience wear out from a familiar mechanic, our audience embraced the new promotion wholeheartedly and the client enjoyed even greater success than before.