| Title | NZDRONIE |
| Brand | TOURISM NEW ZEALAND |
| Product / Service | SKI |
| Category | B02. Use of Mobile Devices |
| Entrant | WHYBIN\TBWA GROUP SYDNEY, AUSTRALIA |
| Entrant Company | WHYBIN\TBWA GROUP SYDNEY, AUSTRALIA |
| Advertising Agency | WHYBIN\TBWA GROUP SYDNEY, AUSTRALIA |
| Production Company | TBWA\DIGITAL ARTS NETWORK Sydney, AUSTRALIA |
| Name | Company | Position |
|---|---|---|
| Matty Burton | Whybin\TBWA Group Sydney | Executive Creative Director |
| Dave Bowman | Whybin\TBWA Group Sydney | Executive Creative Director |
| Russ Tucker | Digital Arts Network | National Digital Creative Director |
| Pete Galmes | Whybin\TBWA Group Sydney | Creative Director |
| Mandie Van Der Merwe | Whybin\TBWA Group Sydney | Art Director |
| Avish Gordhan | Whybin\TBWA Group Sydney | Copywriter |
| Candice Juniper | Whybin\TBWA Group Sydney | Social Planning Director |
| Adam Lee | Whybin\TBWA Group Sydney | Group Head |
| Katherine Butterworth | Whybin\TBWA Group Sydney | Account Director |
| Sean Gardner | Digital Arts Network | Business Director |
| David Valderrama | Digital Arts Network | Backend and Mobile Developer |
| Razif Djamaluddin | Digital Arts Network | Designer |
| Beau Silvester | Whybin\TBWA Group Sydney | Sound Engineer |
| Rob Lowe | Eleven PR | PR Director |
| Tony Young | Helicam Films | Drone Operator |
| Craig Ciurlionis | Engage NZ | Company Director |
| AJ Lui | Engage NZ | Event Manager |
| Bianca Tofilau | Engage NZ | Operations Manager |
| Stephanie Trachsel | Tourism New Zealand | Marketing Manager |
Our brief was to encourage young Australian travellers to be advocates for the New Zealand snow season. We needed to increase the number of visitors to newzealand.com. Tourists take selfies. But selfies don’t show off the scale of New Zealand’s beauty. And we can’t force people to share their photos. To connect with young, mobile-savvy Australians, we needed to tap into their existing mobile habits and innovate. NZdronie is a selfie, shot with a drone, which captures the landscape and promotes New Zealand instantaneously. We tapped into the behaviour of taking selfies and amplified it to show off the land.
The campaign had a total reach of over 405.5 million with a social reach of over 36 million across Facebook, Instagram and Twitter. There were over 124,000 visits to the ski hub on newzealand.com. We garnered nearly 90 pieces of earned editorial coverage, across international news in titles such as the Daily Mail, Mashable, Telegraph and Huffington Post, and News Corp, mX, Yahoo and Pedestrian TV in Australia, creating a possible 369 million opportunities to see the campaign. And, most rewarding, was the 7% increase in holiday arrivals across both Queenstown and Christchurch.
The key to this idea was an almost seamless process between taking the NZdronie and distributing it to the traveller to share on their network. Using a Phantom II DJI drone linked to our custom-made app, we were able to process each NZdronie with our watermark and customised audio track, and share the final video at the click of a button. The traveller was then able to post that immediately on their social networks. By capitalising on the excitement of the moment, we were able to ensure that more NZdronies were shared more often, reaching more people around the world.
Knowing that current travellers to New Zealand rely on their mobile to stay in touch with friends and family, we wanted an idea that tapped into their normal behaviour and allowed those travellers to share the beauty of the country with their social networks. Our goal was to interact with them in the moment they were most likely to share their awesome experience – at a breathtaking location about to have tremendous fun. We wanted to capture this moment and amplify it. When they shared that moment on their social networks, they became our media broadcasters.