Air New Zealand Refurbished 777-200 Campaign: Fly Happy

Air New Zealand Refurbished 777-200 Campaign: Fly Happy

Objective

To provide better service for customers, Air New Zealand has refurbished a series of aircraft 777-200 in late 2015. This campaign aims to raise awareness of the new products offered for the Hong Kong-Auckland route. Enhancing brand image and increasing the number of social followers are also targeted.

Concept

Actions speak louder than words. The concept is to let audiences experience Air New Zealand’s latest products via a virtual tour on mobile devices. Audiences can explore the special features by different interactions with their device. Fully utilizing the unique functions of a mobile device, the user experience becomes more interesting and impressive.

Execution

A mobile-only mini site is built and launched in Hong Kong and Singapore. Desktop users can access the site by scanning the QR Code shown on the desktop landing page with their mobile devices. After entering the site, the latest features of a refurbished aircraft  are shown in an interactive way. Users are encouraged to go through the journey by moving, touching, or swiping their device accordingly. The journey then ends with a giveaway campaign which invites users to vote for their favorite feature. Apart from free flight tickets as the prizes, special discount codes are also given to drive sales.

Result

2,500+ unique users have joined the campaign and 3,000 new likes to the Facebook Page of Air new Zealand are recorded. Both the brand and the new products are successfully promoted within two weeks.

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