Igniting a Global Conspiracy to #GetNZontheMap|海报/平面|广告营销案例【ADGuider广告指南】

点燃 # GetNZontheMap的全球阴谋

案例简介：背景新西兰是太平洋底部的一个孤立的小国，其经济严重依赖旅游业。通过Reddit线程 (r/MapsWithoutNZ)，我们发现我们的国家被排除在世界地图之外，超过25k的订户分享了数千个缺少新西兰地图的示例-来自宜家的墙上地图，星巴克壁画，公司徽标等产品，以及流行电影和电视节目中的场景。虽然这可能被认为是新西兰旅游业的噩梦，但我们认为这是促进新西兰成为旅游目的地的机会。目标: 从新西兰的主要国际市场 (美国，澳大利亚，英国和欧洲) 增加对新西兰的旅行考虑，同时克服我们的主要旅行障碍，即我们被隔离为旅游目的地。描述创意 (投票30%) 我们的想法是发起一场社会运动，将不幸的新西兰被排除在世界地图之外的问题变成了全球阴谋，这表明嫉妒是其他国家将我们排除在地图之外的原因。在新西兰总理Jacinda Ardern和我们国家最受欢迎的演员之一Rhys Darby的陪同下，我们的社交电影轻松地使这个问题成为国家的重要问题，并引起了人们对新西兰的一些关键旅游属性的关注，世界可能会嫉妒。然后，我们鼓励观众通过使用 # getNZonthemap标签分享访问我们国家的所有重要理由来帮助我们重新回到地图上。描述策略 (投票20%) 我们的目标受众位于新西兰旅游局的主要市场 (美国，澳大利亚，英国和欧洲)，他们可能听说过新西兰，但认为它离新西兰太远了。我们的策略不是依靠典型的风景和活动的旅游主题，而是团结世界支持他们对一个小国的热爱。通过一个简单的标签 (# getNZonthemap)，我们给了过去的游客，并倡导全球舞台认可新西兰作为一个不应该被遗忘的地方，并呼吁那些离开新西兰地图的品牌。为了增加与观众的相关性，我们与新西兰总理和演员Rhys Dsrby一起开展了竞选活动，他们都在新西兰旅游业的主要市场上拥有大量的社交追随者。为了引发社交对话，我们为社交电影编写了脚本，轻松地将矛头指向了我们的主要市场，这表明他们特别嫉妒新西兰所提供的服务。描述执行情况 (投票20%) 我们的社交活动完全围绕一部2-3分钟的社交电影展开。凭借 $0的媒体支出，为了产生大规模的社交影响力，我们通过我们的人才-新西兰总理Jacinda Ardern和演员Rhys Darby的个人Facebook帐户推出了社交电影。了解他们在新西兰旅游业主要国际市场的综合受欢迎程度，意味着我们对最初的关注充满信心。但是我们的下一阶段完全是用户生成的，依靠我们的社交电影的号召来 “帮助我们 # getnzonthemaps”，以激发我们国家的倡导者继续我们的竞选活动。社交电影和主题标签都引起了人们对新西兰在世界地图上失踪的认识，但也引发了正确的社交对话，即为什么新西兰应该成为每个人的旅游目的地。列出结果 (投票30%) -0美元媒体支出 -价值1000万美元的收入媒体 -全球1100万 + 有机意见 (和计数) -1.3亿总达到 -66:1的投资回报率凭借0美元的公关和媒体支出，我们的单一视频通过纯粹的有机社交分享和媒体拾取吸引了全世界的关注。新西兰立即成为头条新闻，获得了来自新西兰主要国际市场的多个主要新闻出版物的媒体收入: 美国 (纽约时报，福克斯新闻，上周今晚与约翰·奥利弗，康德·纳斯特旅游)，英国 (BBC，《卫报》，《独立报》，《电讯报》)，澳大利亚 (悉尼先驱晨报，Mashable，孤独星球，日出早餐)，欧洲 (EuroNews，Business Insider，Le Monde，Berliner Zeitung)。还有很多很多。

点燃 # GetNZontheMap的全球阴谋

案例简介：Background New Zealand is a small isolated nation at the bottom of the Pacific Ocean with an economy that heavily relies on tourism. Through a Reddit thread (r/MapsWithoutNZ), we discovered that our country was being left off world maps, with over 25k subscribers sharing thousands of examples of maps missing NZ – from products like wall maps at Ikea, Starbucks murals, company logos, and scenes in popular movies and TV shows. While this could be considered a nightmare scenario for New Zealand tourism, we saw this as an opportunity to promote New Zealand as a tourist destination. Objective: Increase travel consideration to New Zealand from Tourism New Zealand’s key international markets (USA, Australia, United Kingdom and Europe), while overcoming our main travel barrier of being so isolated that we’re off the radar as a travel destination. Describe the creative idea (30% of vote) Our idea was to create a social campaign that turned the unfortunate issue of New Zealand being left off world maps into a global conspiracy, suggesting jealousy as the reason for other countries’ leaving us off the map. Fronted by New Zealand Prime Minister, Jacinda Ardern, and one of our country’s most popular actors, Rhys Darby, our social film light-heartedly made this issue a matter of national importance and brought attention to some of NZ’s key tourist attributes that the world may be jealous of. We then encouraged viewers to help put us back on the map, by sharing all the great reasons to visit our country using the hashtag #getNZonthemap. Describe the strategy (20% of vote) Our target audience were based in Tourism NZ’s key markets (USA, Australia, United Kingdom and Europe) who may have heard of New Zealand, but presumed it was too far away to visit. Rather than relying on the typical tourist themes of landscapes and activities, our strategy was to rally the world behind their love of a small nation. Through a simple hashtag (#getNZonthemap), we gave past visitors and advocates the global stage to endorse NZ as a place that shouldn’t be forgotten about, and call out brands that have left NZ off maps. To increase relevance with our audience, we fronted our campaign with NZ’s Prime Minister and actor Rhys Dsrby, who both have captive social followings across Tourism NZ’s key markets. To spark social conversation, we scripted our social film to light-heartedly point fingers at our key markets, suggesting they were particularly jealous of what NZ has to offer. Describe the execution (20% of vote) Our social campaign was entirely centred around one single 2-3 minute social film. With $0 media spend, to generate mass social reach we launched our social film via the personal Facebook accounts of our talent – NZ’s Prime Minister, Jacinda Ardern, and actor, Rhys Darby. Knowing their combined popularity in Tourism NZ’s key international markets meant that we were confident of an initial burst of attention. But our next phase was entirely user-generated, relying on our social film’s call-to-action to ‘Help us #getNZonthemap’ to spark advocates for our country to continue our campaign. Both the social film and hashtag generated the awareness about New Zealand missing off world maps, but also ignited the right social conversation about why New Zealand should be on everyone’s radar as a travel destination. List the results (30% of vote) - $0 Media Spend - $10 Million Worth of Earned Media - 11 Million+ Organic Views Worldwide (and counting) - 1.3 BILLION Total Reach - 66:1 Return on Investment With $0 PR and media spend, our single video captured the attention of the world through purely organic social sharing and media pickup. New Zealand instantly became headline news with earned media from multiple leading news publications across Tourism New Zealand’s key international markets: USA (New York Times, Fox News, Last Week Tonight with John Oliver, Conde Nast Travel), UK (BBC, The Guardian, The Independent, The Telegraph), Australia (Sydney Morning Herald, Mashable, Lonely Planet, Sunrise Breakfast), Europe (EuroNews, Business Insider, Le Monde, Berliner Zeitung). And many, many more.