Air New Zealand Promo, Case study NOTHING TO HIDE CAMPAIGN by 99/JustOne Auckland

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Industry Transport, travel & tourism
Media Promo & PR, Case study
Market New Zealand
Agency 99/JustOne Auckland
Executive Creative Director Craig Whitehead
Art Director Janelle Herrick
Copywriter Lara Phillips
Released February 2009

Credits & Description

Category: Best Use of Integrated Media
Product/Service: AIRLINE
Agency: 99
Date of First Appearance: Mar 1 2009 12:00AM
Entrant Company: 99, Auckland, NEW ZEALAND
Entry URL:
Executive Creative Director: Craig Whitehead
Deputy Creative Director: Craig Pethybridge
Art Director: Janelle Herrick
Copywriter: Lara Phillips
Agency Producer: Vicki O'leary
Account Director: Matt Dickinson
Client: Jules Lloyd (Air New Zealand)
Production Company: - (Exposure)
Media placement: Nothing To Hide Print- 16 Publications - Press - 1st March 2009
Media placement: Nothing To Hide -TV - TV - 1st May 2009
Media placement: Nothing To Hide -You Tube - You Tube Viral - 1st May 2009
Media placement: Bare Essentials Safety Video- Video - On Flight Video - 1st June 2009
Media placement: Bare Essentials Safety Video-You Tube - You Tube Viral - 1st June 2009

Results and Effectiveness
YouTube: over 11.5 million views. International media coverage including the US, Australia, Asian and Europe (our four main markets) estimated in the million’s 51% of New Zealanders saw the campaign through WOM. YouTube #1 & #2 position in Travel and Events for the Bare Essentials of Safety video and the Nothing to Hide video respectively. 78% campaign awareness – double that of any previous campaign. 95% Correct brand attribution. 220,000 YT viewers visited 93% were ‘first-time visitors’. Twitter posts: 80 to 26,000 in one day.

Creative Execution
This idea relied on the authenticity of using real staff in real roles. This would be challenging enough for most non-talent but to do it naked added huge impact and relevance. Furthermore, we asked the CEO himself to feature in the campaign and he did so, ‘leading from the front’. We wanted to create talk ability in order to maximise as many free media dollars as we could muster. We launched the campaign exclusively online and posted it on blogs worldwide before it ever appeared on national TV. Using the official safety video as a media channel was completely unique to Air NZ and the resulting YouTube ratings and views (once posted) reflected the strength of the idea. Further international media coverage from TV to newspapers to online, again justified the idea and the execution to the estimated tune of Millions of dollars. Other media channels employed were press, mobile, outdoor and online.

Insights, Strategy & the Idea
Air New Zealand faced turbulent times in 2009. Global travel was suffering from the recession, swine flu, skyrocketing fuel prices and (back at home) budget airline Jetstar was about to enter the domestic market. The New Zealand market had never seen this sort of competition and Air New Zealand was justifiably nervous. With vital market share at stake, Air New Zealand needed to win the hearts of travellers (customers and non-customers alike) by showing that unlike the competition, their fares had no hidden extras. So we asked real Air NZ staff to prove that their fares had nothing to hide by asking them to wear nothing but body paint in a cheeky and irreverent campaign. We took advantage of Air New Zealand’s willingness to approach a challenge whole-heartedly, showing them the airline’s unique attitude and promoting their transparent, all-inclusive fares whilst significantly raising their profile worldwide.