Summer Wonderland|短视频|广告营销案例【ADGuider广告指南】

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夏日仙境

案例简介：战略总体目标是建立一个内容，考虑由广大的观众的并列的一个非常知名的艺术家在一个陌生的环境。我们知道，如果我们得到的感觉良好的因素，运动能茁壮成长，在社交媒体的放大。这位艺术家的社会渠道进行的宣传部门的唱片公司进一步推动意识。另一个雄心勃勃的行动是对文化的影响，尤其是在音乐方面同时给人一个新的、更易接近调，而展开的圣诞礼物! 相关性挑战者品牌受到压力，必须拿出工作压垮的模具。他们的活动，新西兰希望吸引观众很多处于寒冬。巧妙地翻了文化上的共鸣的歌曲和重塑它突出明亮的潜力的一个夏天的圣诞, 空运新西兰能够产生令人难以置信的都是围绕着他们的载体和接纳他们的民族，他们自豪地成为，同时给人以笑的方式。结果北西向的 Facebook 和 YouTube 48 小时内。 -1500万 + 个月的看法 (84%)。 -有 140,000 亿股、夏仙境迅速超过了非常成功的霍比特人的安全视频和去年的圣诞老人站在电影成为新西兰航空公司的最共同的内容。-得到与月 + 国际出版商、 MTV 、每日邮报，太阳，Twitter 的时刻。-夏装 2016年 Mumbrella 仙境精选最好的广告,是今年最受瞩目的广告上 YouTube 的新西兰。夏瑶池 Snapchat 过滤了 Air NZ Snapchat 的最成功的广告计划。 -活动实现总的范围超过 5亿 (96.6% 正面情绪评分)。 -最重要的是,官方夏日乐园轨道敲打艺术家像泰勒 · 斯威夫特，Zayn，# 月在新西兰 iTunes 和 # 月澳大利亚的图表。概要没有预算的更大的跨国公司，新西兰航空公司建立了享誉全球的多个索引上极具创意，可共享的工作; 为了赚自己媒体的社会化。这一目标的一切，从他们的零售横幅的安全录像。而且，在圣诞节，简单也不例外。毕竟，圣诞节和旅游齐头并进。新西兰航空公司想打造品牌名气和促进新西兰人有理由感到自豪，在国内和国外。问题是，圣诞节的广告已成为占主导地位的大品牌有更大的预算，都喊的关注。我们需要减少噪音有一些特别的东西。执行该运动聚集一堂，很快地只月星期发现人才，拍摄的。内容是在通用的品牌新的艺术工作室，福布斯 St 工作室录音制作在同一天。大约两周后的内容是举行了首映礼的品牌你管路与公告通过新闻稿和罗南的社会化。在一天之内，facebook 的资料被填充的分享链接和早餐电视是有机覆盖物的现象。活动描述圣诞节是一个拥挤的广告，但它是挤满了同样的事情: 情感故事缠在传统题材的冷淡雪人，可怕的天气，壁炉和吻槲寄生下咆哮。不幸的是，对于那些在南半球,那些陈词滥调不代表圣诞节。所以我们要站在北半球为主的反传统的场合和南半球成为冠军的圣诞节。如何？表明你不需要冬季享受仙境。合作多白金畅销歌手罗南的年轻新贵猕猴桃朱利安 · 丹尼森 (亨特 Wilderpeople)，我们最新的冬季仙境化成了夏天的仙境。新国歌，温暖的世界的支持。但夏瑶池不只是一首歌。这是一个社会的旅游活动，后来成为了真正的猕猴桃和澳洲文化。

夏日仙境

案例简介：Strategy The overarching aim was to create a piece of content that would entertain a broad audience with the juxtaposition of a highly recognisable artist in an unfamiliar setting. We knew if we got the feel good factor right, the campaign could thrive in social media without any amplification. The artist’s social channels were engaged as well as the promotional department at the record label to further drive awareness. Another ambition of the campaign was to impact local pop culture, in particular the music charts at the same time giving people a new, more relatable tune to play whilst unwrapping the Christmas presents! Relevancy Challenger brands are under pressure to come up with work that breaks the mould. With their campaign, Air NZ wanted to appeal to an audience very much in the midst of deep winter. By cleverly flipping a culturally resonant song and reshaping it to highlight the brighter potential of a summer Christmas, Air NZ were able to generate incredible buzz around them as a carrier and their host nation that they are proud to serve, all whilst giving people cause to chuckle along the way. Outcome - Trending on Facebook and YouTube within 48 hours.- 15 million + views in month 1 (84% organic).- With over 140,000 shares, Summer Wonderland quickly overtook the hugely successful Hobbit Safety Video and last year’s Santa Stop Here film to become Air New Zealand’s most shared content. - Gained traction with 50 + international publishers, including MTV, Daily Mail, The Sun, and Twitter Moments.- Summer Wonderland featured in Mumbrella’s Best Ads of 2016, and was the year’s most watched ad on YouTube in NZ.- Summer Wonderland Snapchat filter became Air NZ’s most successful Snapchat advertising initiative to date.- The campaign achieved total PR reach of over 500 million (96.6% positive sentiment score).- Best of all, the official Summer Wonderland track beat artists like Taylor Swift and Zayn to reach #1 on the New Zealand iTunes and #9 on the Australian charts. Synopsis Without the budgets of bigger multinational carriers, Air New Zealand has forged a global reputation by over-indexing on highly creative, shareable work; designed to earn its own media in social channels. It’s an objective with everything from their retail banners to their safety videos. And, over Christmas, the brief was no different. After all, Christmas and travel go hand in hand. Air New Zealand wanted to build brand fame and foster pride among kiwis, both at home and abroad. Problem is, Christmas advertising has become dominated by bigger brands with bigger budgets, all shouting for attention.We needed to cut through the noise with something special. Execution The campaign came together very quickly with only 3 short weeks from talent identification to filming. The content was shot at Universal’s brand new state of the art studio, Forbes St Studio with the audio recording produced on the same day. Roughly two weeks later the content was premiered on the brands You Tube channel with an announcement via Press Release and Ronan Keating’s social channels. Within a day, facebook feeds were filling with the shared link and breakfast TV was organically covering the phenomenon. CampaignDescription Christmas is a crowded time for advertising, but it’s crowded with the same exact thing: emotional stories wrapped in traditional themes of frosty snowmen, frightful weather, roaring fireplaces and kisses under mistletoe.Sadly, for those in the Southern Hemisphere, those clichés don’t represent Christmas at all.So we were going to stand out in a Northern Hemisphere-dominated occasion by bucking tradition and becoming the champions of a Southern Hemisphere Christmas. How? By showing that you don’t need Winter to enjoy a Wonderland. Partnering multi-Platinum selling artist Ronan Keating with young kiwi upstart Julian Dennison (Hunt For The Wilderpeople), we updated Winter Wonderland and turned it into Summer Wonderland; a new anthem that the warmer half of the world could rally behind. But Summer Wonderland wasn’t just a song. It was a socially-driven tourism campaign that went on to become a genuine part of Kiwi and Aussie culture.