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一个非常快乐的错误
案例简介：概要 随着1月旅行高峰期的临近，新西兰航空-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。在圣诞节期间，这有点棘手，因为预算要大得多的更大品牌也试图这样做。新西兰航空以最低的预算要求我们创造一个想法，以消除圣诞节期间的噪音，并确保他们的小声音响亮而清晰。 战略 在一年中最繁忙的时间以最小的预算制造全球噪音是不小的壮举。但幸运的是，新西兰航空拥有一个秘密武器-国内外新西兰人的高度参与的社会粉丝群。我们需要一场以社会为导向的运动，以引起我们的猕猴桃观众的强烈共鸣，这样他们就可以广泛地分享它，同时仍然吸引全球观众。因此，我们的策略是在圣诞节展示我们独特的猕猴桃风格。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，这一切都不同了。 结果 “非常快乐的错误” 证明了非常大的成功。我们的在线电影获得了10/10的Facebook相关性得分，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，我们的社交观众广泛地传播了我们的电影: 670,000的有机观点250万的有机影响力92,000的参与，2万股，到第一周结束时，我们已经达到了25k的Facebook反应: 1030万观看次数 (目标为600万) YouTube上的 #1趋势2200万达到553,000参与3.84亿PR reach 执行 我们创建了 “一个非常快乐的错误”-一个综合运动，庆祝了新西兰人特别独特且令人困惑的品质-他们的口音。更具体地说，对于一个无法承受圣诞节误解的人来说，这种口音特别麻烦-圣诞老人。我们推出了一部在线电影，其中展示了圣诞老人和他的精灵们在与新西兰不太懂英语的情况下苦苦挣扎。幸运的是，新西兰航空 (Air New Zealand)，所有猕猴桃方面的专家都在现场保存圣诞节，翻译了来自南方的要求。但是竞选活动并没有到此结束。通过展示我们全球网络的社交促销，我们将圣诞老人可笑的错误制作的玩具，从蓬松的银行到饼干球和耳朵飞机，都交给了世界各地的老少儿童。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，以帮助世界了解独特的猕猴桃口音。 运动描述 预算很少，我们需要在国内外吸引忠实的猕猴桃粉丝。幸运的是，民族自豪感在南方高高举起，没有什么比新西兰人更喜欢谈论的了，嗯…… 他们自己。毕竟，从我们的叛乱总理戴维·兰格 (David Lange) 到我们不屈不挠的全黑人，新西兰有着悠久的历史，它是弱者，反对谷物并超越我们的体重。因此，在圣诞节期间提高猕猴桃自豪感的方法比展示我们这个小国如何影响世界上最大，最复杂的组织-圣诞老人工作坊更好。
一个非常快乐的错误
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：概要 随着1月旅行高峰期的临近，新西兰航空-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。在圣诞节期间，这有点棘手，因为预算要大得多的更大品牌也试图这样做。新西兰航空以最低的预算要求我们创造一个想法，以消除圣诞节期间的噪音，并确保他们的小声音响亮而清晰。 战略 在一年中最繁忙的时间以最小的预算制造全球噪音是不小的壮举。但幸运的是，新西兰航空拥有一个秘密武器-国内外新西兰人的高度参与的社会粉丝群。我们需要一场以社会为导向的运动，以引起我们的猕猴桃观众的强烈共鸣，这样他们就可以广泛地分享它，同时仍然吸引全球观众。因此，我们的策略是在圣诞节展示我们独特的猕猴桃风格。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，这一切都不同了。 结果 “非常快乐的错误” 证明了非常大的成功。我们的在线电影获得了10/10的Facebook相关性得分，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，我们的社交观众广泛地传播了我们的电影: 670,000的有机观点250万的有机影响力92,000的参与，2万股，到第一周结束时，我们已经达到了25k的Facebook反应: 1030万观看次数 (目标为600万) YouTube上的 #1趋势2200万达到553,000参与3.84亿PR reach 执行 我们创建了 “一个非常快乐的错误”-一个综合运动，庆祝了新西兰人特别独特且令人困惑的品质-他们的口音。更具体地说，对于一个无法承受圣诞节误解的人来说，这种口音特别麻烦-圣诞老人。我们推出了一部在线电影，其中展示了圣诞老人和他的精灵们在与新西兰不太懂英语的情况下苦苦挣扎。幸运的是，新西兰航空 (Air New Zealand)，所有猕猴桃方面的专家都在现场保存圣诞节，翻译了来自南方的要求。但是竞选活动并没有到此结束。通过展示我们全球网络的社交促销，我们将圣诞老人可笑的错误制作的玩具，从蓬松的银行到饼干球和耳朵飞机，都交给了世界各地的老少儿童。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，以帮助世界了解独特的猕猴桃口音。 运动描述 预算很少，我们需要在国内外吸引忠实的猕猴桃粉丝。幸运的是，民族自豪感在南方高高举起，没有什么比新西兰人更喜欢谈论的了，嗯…… 他们自己。毕竟，从我们的叛乱总理戴维·兰格 (David Lange) 到我们不屈不挠的全黑人，新西兰有着悠久的历史，它是弱者，反对谷物并超越我们的体重。因此，在圣诞节期间提高猕猴桃自豪感的方法比展示我们这个小国如何影响世界上最大，最复杂的组织-圣诞老人工作坊更好。
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.
一个非常快乐的错误
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A Very Merry Mistake
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