Auckland City Council Promo, Case study AN OUTRAGEOUS FLIGHT by FUSE NETWORK LIMITED

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Industry Destinations (Countries & Places)
Media Promo & PR, Case study
Market New Zealand
Released November 2010

Credits & Description

Category: Best Use of Special Events and Stunt/Live Advertising
Date of First Appearance: Nov 17 2010
Entrant Company: OMD NEW ZEALAND, Auckland, NEW ZEALAND
Managing Partner: Andrew Reinholds (OMD)
Account Director: Craig Marshall (OMD)
Digital Account Director: Tara Cowan (OMD)
Head of Search: Alex Radford (OMD)
General Manager: Jeremy Leonard (Fuse Network Limited)
Account Manager: Anjana Mani (Fuse Network Limited)
Media placement: Live Event - Live Event, Earned Media (TV, Print, Digital And Social) - 14 December 2010

Insights, Strategy & the Idea
December is a time when most Kiwis are dreaming about escaping the city and head to the beach for summer holidays. Instead we had to convince them to book a short city break staying in the CBD of New Zealand’s biggest city, Auckland.
We created an accommodation package that leveraged an Auckland Museum exhibition celebrating the New Zealand TV show Outrageous Fortune, which had just screened its final ever episode.
As well as being a TV ratings winner, Outrageous Fortune was a cult phenomenon winning numerous television awards as well as attracting much critical acclaim. A comedy-drama, the show chronicles the journeys of the West’s, a close-knit family with a proud tradition in thievery, larceny and petty crime.
To cut through their pre-holiday apathy we needed an idea that would ignite the passion that fans have for the show and inspire them to book their short city break to Auckland.

Creative Execution
Nielsen analysis of the show’s viewership revealed that over two thirds of people who say they “love to watch Outrageous Fortune” are Females aged 20-39.
Further investigation revealed them to be a highly social and gregarious group, who regularly go to restaurants, bars, live events and the cinema. They regard themselves as risk takers who love being in and around a crowd.
Our idea was to create a unique social event which would tap into our audience’s love for socialising, having fun with friends and satiate their sense of adventure
We approached Air New Zealand with the idea of a unique one-off Outrageous Fortune theme flight.
The flight not only allowed, but demanded, that everyone – from pilots to passengers – dress up as their favourite character from the show and party hard all the way from the departure gate to the red carpet at Auckland Museum’s exhibition gala opening.

Results and Effectiveness
Our total budget was just €14,000.
We leveraged tickets to the flight to secure media coverage and publicity for the flight. Tickets to the public sold out within days.
A full contingent of media owners was invited on board; meaning all the chaos from the flight was captured and then distributed through their different channels.
We delivered a media ROI of 28 times the media investment, and sold 92% of our accommodation packages target. We still have a search campaign that kicked off when everyone came back from their beach holidays to help us sell the final few accommodation packages.