5: SOCIAL
(Influencer Campaigns)
Bring On Winter - Air New Zealand
Air New Zealand
Bronze
Title of Entry:
|
Bring On Winter |
Brand:
|
Air New Zealand |
Product/Service:
|
Air New Zealand |
Client:
|
Air New Zealand |
Entrant Company:
|
Host/Havas Sydney |
Creative Agency:
|
Host/Havas Sydney |
Judging URL:
|
http://airnzbringonwinter.co.nz/ |
Live site URL:
|
http://airnzbringonwinter.co.nz/ |
Sector: |
38279 |
Date of Release: |
2019-05-21 |
Support URL: |
http://yousawitfirstnowtextyourfriends.com/ourcasestudy/air-nz-bring-on-winter-award/ |
Notes: |
Brief:
As the national carrier, Air New Zealand wanted to promote winter in New Zealand as a place you can quite literally get away from life’s pressures in a country filled with inspiration.
Solution:
After the disappointing final season of Game of Thrones, fans were desperate for a better ending to the series - one that was promised in author George RR Martin’s next book, Winds of Winter.
But Martin had his own problems. He’d developed a five-year case of writer’s block and refused to give a release date.So, Air New Zealand offered to help him finish Winds of Winter with a trip to a nation bursting with creativity… New Zealand.
Bring On Winter was a socially-driven campaign that transformed New Zealand into a country-sized muse for one person. In 48 hours, with a budget of less than $50,000, the campaign delivered $2.3 million in earned media value and over 16,000,000 media impressions.
It also caught the attention of George himself, who shared the campaign (and a glowing recommendation of New Zealand) with millions of fans.
Even better, for the first time in five years, Air New Zealand did what no-one else could – secure a release date from the author for the world’s most anticipated book. |
Account Manager: |
Laura Mahoney, Ben Wall, Ant Moore |
Creative Director: |
Matt Ennis, Josie Burns |
Digital Producer: |
Stephanie Cameron |
Designer: |
Michael Macgregor, Nic Adamovich, Adam Przybylski, Natalie Shue |
Other Credits: |
Editor: Beau Simmons |
Other Credits: |
Clients: Jodi Williams, Erica Beagley, Pip Erikson, Grace Blewitt, Maria Hahn , Tara Ryan |
Other Credits: |
Executive Creative Director: Jon Austin |