Air New Zealand: Score A Plane

Marketing Problem for Aim Proximity Auckland:In New Zealand, the All Blacks aren’t simply a national team. They’re a national treasure. Which is why, for over a decade, Air New Zealand have been the fanatical sponsor of the team. To support and leverage this sponsorship, Air New Zealand wanted to get all New Zealanders to feel emotionally connected with their brand, get Rugby fans to participate with rugby through the airline, and fly more with them in 2009.Objective:Using an online promotion, our task was to recruit 10,000 new sign ups to the Air New Zealand Special Offers database. Involve at least 165 000 participants in the promotion and achieve a minimum site visit of 85, 000 people Solution:We gave every New Zealander the chance to win their own plane for a day. They could take the reign of a rugby captain and recruit their own players and fill the plane with 30 of their team mates and fly to watch the All Blacks take on the Australia. It became one of the first online campaigns to integrate Facebook in New Zealand.