NZDRONIE

Short List
TitleNZDRONIE
BrandTOURISM NEW ZEALAND
Product / ServiceSKI
CategoryA04. Innovative Technology for Mobile
EntrantWHYBIN\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

Credits

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

Creative Execution

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.

Links

Mobile URL