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一个非常愉快的错误
案例简介：大纲 随着 1 月份旅行高峰期的临近，新西兰航空公司 -- 一家雄心勃勃的小型国家航空公司 -- 希望提高对其全球飞行网络的考虑和认识。在圣诞节的时候，这有点棘手，因为预算大得多的品牌也在试图这么做。以最少的预算，新西兰航空公司要求我们创造一个想法，减少圣诞节期间的噪音，并确保他们的小声音被响亮而清晰地听到。 策略 在一年中最繁忙的时候用最少的预算制造全球噪音不是一件小事。但幸运的是，新西兰航空公司有一个秘密武器 -- 一个国内外新西兰人高度参与的社会粉丝群。我们需要一场社会驱动的运动，它能与我们的新西兰观众产生强烈的共鸣，这样他们就能广泛分享，同时也能吸引全球观众。因此，我们的策略是在圣诞节展示我们独特的猕猴桃。因为，就像我们的航空公司一样，新西兰人做的事情有点不同，这就有所不同。 结果 “一个非常愉快的错误” 被证明是一个非常大的成功。我们的在线电影获得了 10/10 的Facebook相关性分数，在最初的 10 个小时里，我们的社交观众在媒体上花费了 0 美元，广泛传播了我们的电影: · 670,000 个有机观点 · 250万个有机接触 · 92,000 个约定，20k的股份，到第一周结束时，我们已经实现了 25k Facebook反应: 1030万次浏览 (目标 6m) #1 YouTube上的趋势 2200万达到 553,000 次参与 3.84亿次公关 执行 我们创造了 “一个非常愉快的错误” -- 一个综合的运动，庆祝了新西兰人特别独特和众所周知的令人困惑的品质 -- 他们的口音。更具体地说，对于一个对圣诞节没有任何误解的人来说，这种口音特别麻烦 -- 圣诞老人。我们推出了一部在线电影，展示了圣诞老人和他的精灵们与新西兰不太地道的英语作斗争。幸运的是，新西兰航空公司，新西兰航空公司的所有专家，都在现场拯救圣诞节，翻译来自南方的请求。但是竞选并没有就此结束。通过展示我们全球网络的社交宣传，我们把圣诞老人滑稽的错误制作的玩具，从小狗银行到饼干球和耳朵飞机，交到年轻和年老的孩子手中，世界各地的.为了继续我们的帮助之手，轻松的扩展视频提供了发音教程，帮助世界理解独特的奇异果口音。 活动描述 由于预算很少，我们需要让我们忠诚的新西兰粉丝群在国内外交谈。幸运的是，民族自豪感在南方高涨，没有什么比谈论…… 他们自己更让新西兰人喜爱的了。毕竟，从我们反叛的总理大卫 · 兰格到我们不屈不挠的全黑，新西兰有着长期处于劣势的历史，对抗谷物，超越我们的体重。那么，还有什么比展示我们这个小国如何影响世界上最大、最复杂的组织 -- 圣诞老人工作室更好的方式来提高猕猴桃的自豪感呢？
一个非常愉快的错误
案例简介：Synopsis With January’s peak travel period approaching, Air New Zealand – a small national airline with very big ambitions - wanted to raise consideration and awareness of their global flight network. That’s a little tricky at Christmas time, when much bigger brands with much bigger budgets are trying to do the same. With minimal budget, Air New Zealand tasked us with creating an idea that would cut through the noise of the Christmas period and ensure that their small voice was heard loud and clear. Strategy Creating global noise with minimal budget over the busiest time of year is no small feat. But fortunately, Air New Zealand had a secret weapon – a highly engaged social fanbase of New Zealanders both at home and abroad. We needed a socially-driven campaign that would powerfully resonate with our Kiwi audience, so they would share it far and wide, while still appealing to the global audience it would amplify out to. Our strategy, therefore, was to show our uniquely Kiwi take on Christmas. Because, just like our airline, New Zealanders do things a little different, and that makes all the difference. Outcome ‘A Very Merry Mistake’ proved a very big success. Our online film received a 10/10 Facebook relevancy score, and, in the first 10 hours, with $0 spent on media, our social audience spread our film far and wide generating: • 670,000 organic views • 2.5 million organic reach • 92,000 engagements, 20k shares, 25k Facebook reactions By the end of the first week we had achieved: 10.3 million views (Target of 6m) #1 trending on YouTube 22 million reach 553,000 engagements 384 million PR reach Execution We created ‘A Very Merry Mistake’ – an integrated campaign that celebrated a particularly distinctive, and notoriously confusing quality of New Zealanders – their accents. More specifically, an accent that proved particularly troublesome for the one person who can’t afford any misunderstandings over Christmas – Santa. We launched with an online film, which showed Santa and his elves struggling with New Zealand’s not-quite English. Fortunately, Air New Zealand, those experts in all things Kiwi, were on hand to save Christmas, translating the requests from down South. But the campaign didn’t end there. Through a social promo that showcased our global network, we got Santa’s hilariously mis-made toys, from Puggy Banks to Biscuit Balls and Ear Planes, into the hands of children young and old, all over the world. And to continue our helping hand, lighthearted extension videos offered pronunciation tutorials to help the world understand the unique Kiwi accent. CampaignDescription With little budget, we needed to get our loyal Kiwi fan base talking, both at home and abroad. Fortunately, national pride runs high down south, and there’s nothing Kiwis love more than talking about, well… themselves. After all, from our rebel Prime Minister David Lange to our indomitable All Blacks, New Zealand has a long history of being the underdog, of going against the grain and punching above our weight. So what better way of raising Kiwi pride over Christmas than by showing how our tiny country could impact the biggest, most complex organisation in the world – Santa’s Workshop.
A Very Merry Mistake
案例简介：大纲 随着 1 月份旅行高峰期的临近，新西兰航空公司 -- 一家雄心勃勃的小型国家航空公司 -- 希望提高对其全球飞行网络的考虑和认识。在圣诞节的时候，这有点棘手，因为预算大得多的品牌也在试图这么做。以最少的预算，新西兰航空公司要求我们创造一个想法，减少圣诞节期间的噪音，并确保他们的小声音被响亮而清晰地听到。 策略 在一年中最繁忙的时候用最少的预算制造全球噪音不是一件小事。但幸运的是，新西兰航空公司有一个秘密武器 -- 一个国内外新西兰人高度参与的社会粉丝群。我们需要一场社会驱动的运动，它能与我们的新西兰观众产生强烈的共鸣，这样他们就能广泛分享，同时也能吸引全球观众。因此，我们的策略是在圣诞节展示我们独特的猕猴桃。因为，就像我们的航空公司一样，新西兰人做的事情有点不同，这就有所不同。 结果 “一个非常愉快的错误” 被证明是一个非常大的成功。我们的在线电影获得了 10/10 的Facebook相关性分数，在最初的 10 个小时里，我们的社交观众在媒体上花费了 0 美元，广泛传播了我们的电影: · 670,000 个有机观点 · 250万个有机接触 · 92,000 个约定，20k的股份，到第一周结束时，我们已经实现了 25k Facebook反应: 1030万次浏览 (目标 6m) #1 YouTube上的趋势 2200万达到 553,000 次参与 3.84亿次公关 执行 我们创造了 “一个非常愉快的错误” -- 一个综合的运动，庆祝了新西兰人特别独特和众所周知的令人困惑的品质 -- 他们的口音。更具体地说，对于一个对圣诞节没有任何误解的人来说，这种口音特别麻烦 -- 圣诞老人。我们推出了一部在线电影，展示了圣诞老人和他的精灵们与新西兰不太地道的英语作斗争。幸运的是，新西兰航空公司，新西兰航空公司的所有专家，都在现场拯救圣诞节，翻译来自南方的请求。但是竞选并没有就此结束。通过展示我们全球网络的社交宣传，我们把圣诞老人滑稽的错误制作的玩具，从小狗银行到饼干球和耳朵飞机，交到年轻和年老的孩子手中，世界各地的.为了继续我们的帮助之手，轻松的扩展视频提供了发音教程，帮助世界理解独特的奇异果口音。 活动描述 由于预算很少，我们需要让我们忠诚的新西兰粉丝群在国内外交谈。幸运的是，民族自豪感在南方高涨，没有什么比谈论…… 他们自己更让新西兰人喜爱的了。毕竟，从我们反叛的总理大卫 · 兰格到我们不屈不挠的全黑，新西兰有着长期处于劣势的历史，对抗谷物，超越我们的体重。那么，还有什么比展示我们这个小国如何影响世界上最大、最复杂的组织 -- 圣诞老人工作室更好的方式来提高猕猴桃的自豪感呢？
A Very Merry Mistake
案例简介：Synopsis With January’s peak travel period approaching, Air New Zealand – a small national airline with very big ambitions - wanted to raise consideration and awareness of their global flight network. That’s a little tricky at Christmas time, when much bigger brands with much bigger budgets are trying to do the same. With minimal budget, Air New Zealand tasked us with creating an idea that would cut through the noise of the Christmas period and ensure that their small voice was heard loud and clear. Strategy Creating global noise with minimal budget over the busiest time of year is no small feat. But fortunately, Air New Zealand had a secret weapon – a highly engaged social fanbase of New Zealanders both at home and abroad. We needed a socially-driven campaign that would powerfully resonate with our Kiwi audience, so they would share it far and wide, while still appealing to the global audience it would amplify out to. Our strategy, therefore, was to show our uniquely Kiwi take on Christmas. Because, just like our airline, New Zealanders do things a little different, and that makes all the difference. Outcome ‘A Very Merry Mistake’ proved a very big success. Our online film received a 10/10 Facebook relevancy score, and, in the first 10 hours, with $0 spent on media, our social audience spread our film far and wide generating: • 670,000 organic views • 2.5 million organic reach • 92,000 engagements, 20k shares, 25k Facebook reactions By the end of the first week we had achieved: 10.3 million views (Target of 6m) #1 trending on YouTube 22 million reach 553,000 engagements 384 million PR reach Execution We created ‘A Very Merry Mistake’ – an integrated campaign that celebrated a particularly distinctive, and notoriously confusing quality of New Zealanders – their accents. More specifically, an accent that proved particularly troublesome for the one person who can’t afford any misunderstandings over Christmas – Santa. We launched with an online film, which showed Santa and his elves struggling with New Zealand’s not-quite English. Fortunately, Air New Zealand, those experts in all things Kiwi, were on hand to save Christmas, translating the requests from down South. But the campaign didn’t end there. Through a social promo that showcased our global network, we got Santa’s hilariously mis-made toys, from Puggy Banks to Biscuit Balls and Ear Planes, into the hands of children young and old, all over the world. And to continue our helping hand, lighthearted extension videos offered pronunciation tutorials to help the world understand the unique Kiwi accent. CampaignDescription With little budget, we needed to get our loyal Kiwi fan base talking, both at home and abroad. Fortunately, national pride runs high down south, and there’s nothing Kiwis love more than talking about, well… themselves. After all, from our rebel Prime Minister David Lange to our indomitable All Blacks, New Zealand has a long history of being the underdog, of going against the grain and punching above our weight. So what better way of raising Kiwi pride over Christmas than by showing how our tiny country could impact the biggest, most complex organisation in the world – Santa’s Workshop.
一个非常愉快的错误
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A Very Merry Mistake
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