Title | NZDRONIE |
Brand | TOURISM NEW ZEALAND |
Product / Service | SKI |
Category | A04. Innovative Technology for Mobile |
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 |
Almost every tourist with a phone takes selfies. But selfies don’t show off the scale of New Zealand’s beauty. And we can’t force people to share their photos either. 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. Using innovative drone-based tech, NZdronie videos could be shared on social networks immediately via their mobile, turning travellers into our media broadcasters.
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.
Over 150,000 Australians visited New Zealand last winter. However, Tourism New Zealand has struggled to target the youth market. Our brief was to encourage young Australian travellers to be advocates for the New Zealand South Island snow season. We needed to increase the number of visitors to newzealand.com. Knowing that current travellers to New Zealand rely on their mobiles 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 networks. We wanted to give them the chance to generate a little jealousy from their friends and family back home.