’LEAVE IT TO US’ REQUEST SYSTEM

Title’LEAVE IT TO US’ REQUEST SYSTEM
BrandAIR NEW ZEALAND
Product / ServiceAIR NEW ZEALAND
CategoryC04. Travel, Leisure & Retail (including e-commerce & restaurants)
EntrantASATSU-DK Tokyo, JAPAN
Entrant Company ASATSU-DK Tokyo, JAPAN
Advertising Agency ASATSU-DK Tokyo, JAPAN

Credits

Name Company Position
Fumitaka Takano ADK Creative Director
Hirokazu Matsushige 1-10design, Inc Planner / Interactive Produce
Ryusuke Dohi ADK Planner
Tetsuya Umeda ADK Planner
Tadashi Watano 1-10design, Inc Planner / Interactive Director
Hiroyuki Kubo 1-10design, Inc Art Director
Akane Toda 1/10design.inc Designer
Takumi Obayashi 1-10design, Inc Designer
Hirokazu Fujioka 1-10design, Inc Frontend Engineer
Hiroko Nakahara 1/10design.inc Frontend Engineer
Ryosuke Emi 1-10design, Inc Frontend Engineer
Shunsuke Kotani 1-10design, Inc Backend Engineer
STOMACHACHE llustrator
Michael Lam 1-10design, Inc llustrator
Shunichi Takano TYO, Inc. Executive Producer
Tatsuhiro Ishikawa TYO, Inc. Producer
Yohei Osabe Film Director
Shuhei Onaga ADK Director of photography
Shigeki Igawa ADK Account Supervisor
Aiko Teranishi ADK Senior Account Executive

Brief Explanation

Air New Zealand was struggling to get Japanese to visit New Zealand. Low name recognition of the country and the habit of Japanese was the main reasons. Our objective was to raise awareness and deepen understanding of Air New Zealand, also increasing the sales of airline tickets. To strengthen the awareness, promotional campaign was essential. And, to truly grab the heart of the audience, we focused on solving the main problem that Japanese employees have, “to take a vacation.” Japanese are famous for hard working, hardly taking a vacation, with worst acquisition rate for 6 years. (Vacation Deprivation® study by Expedia) The complicated leave request form is the first problem. Then you need to humbly persuade your boss at work, very difficult for shy Japanese. So Air New Zealand created a simple solution. "‘Leave It to Us’ Request System" - not advertising, but a service

The Brief

Air New Zealand faced difficulties of low name recognition in Japan. Our objectives were 1. To raise awareness and deepen understanding. 2. Increase airline ticket sales, especially online, to young people. To grab the heart of the audience, we focused on solving the problem that Japanese employees have, “to take a vacation.” Japanese are famous for hard working, hardly taking paid leave. Worst acquisition rate for 6 years. The leave request form is the first problem, and then to humbly persuade your boss at work, very difficult for shy Japanese. Air New Zealand held promotion to overcome the obstacle.

Describe the success of the promotion with both client and consumer including some quantifiable results

In one month term, the website scored 11,000 Likes. Thousands of requests overflowed online, transforming normally reluctant bosses to approve and enjoy. Employees also had the chance to be reminded in taking vacations, through their friend’s posts on their own SNS timeline. And in 2014, Japan scored its best leave rate in over 6 years. (2014 Vacation Deprivation® study by Expedia) The idea, raised awareness of Air New Zealand, also conveying the profile and depth of the country itself. The image lead to great increase on airline ticket sales, 165% vs the KPI and 254% vs same time previous year.

Explain why the method of promotion was most relevant to the product or service

"Leave It to Us Request System," a simple and innovative request format that creates a leave application customized to generate the most effective and positive response, was made. Within the microsite, the audience will choose their boss amongst their Facebook friends. Then simply check the date, where in New Zealand they want to go, and most importantly, match them to their boss’s personality. From more than 2000 patterns, the system automatically generates and creates the most persuasive content just for their boss, with the essence of Air New Zealand. Once submitted via Facebook messenger, the application was then automatically shared with friends and colleagues increasing the persuasion and creating even more leave applications. The promotion was one month in September, considering the best vacation season in New Zealand. This unique system appealed especially to shy young Japanese business-persons, long given up the hope of taking a vacation.