Title | KEY MISSION 360 |
Brand | NIKON, TRAVEL NEW ZEALAND |
Product / Service | NIKON CAMERA |
Entrant | FACEBOOK CREATIVE SHOP Auckland, NEW ZEALAND |
Idea Creation | FACEBOOK CREATIVE SHOP Auckland, NEW ZEALAND |
Media Placement | SAPIENTRAZORFISH Seattle, USA |
Name | Company | Position |
---|---|---|
Mark D'Arcy | Facebook Creative Shop | Chief Creative Officer |
Fergus O'Hare | Facebook Creative Shop | Regional Director Creative Shop, APAC |
Andy Blood | Facebook Creative Shop | Creative Strategist |
Louise Chapman | Problem Child | Strategist and Founder |
Kelly Crick | Tourism New Zealand | Brand Manager |
John Young | Nikon Australia | Marketing Manager |
Jodi Redden | Travel New Zealand | Brand Manager |
Jason Bentley | Aurora VR | Virtual Reality |
Sigi Spath | Sigi Spath | Director |
Paddy Compter | Paddy Compter | Producer |
Nikki Walker | Nikki Walker | Producer |
Vinnie Manoit | Vinnie Manoit | Director of Photography |
Craig Rutherford | Craig Rutherford | CGI & VFX |
Peter Ritchie | Peter Ritchie | Colourist |
Brendan Dixon | Brendan Dixon | Drone Pilot |
Tony Young | Tony Young | Drone Pilot |
Fraser Clements | Match | Photographer |
Matt Crawford | Matt Crawford | Photography Assistant |
‘To sell a camera, we sold a country.’ To make the most watchable 360 films possible, we took every one of the camera’s attributes (ultra light, dust-proof, shockproof, waterproof, Ultra HD filming, etc) and matched them to a feature of New Zealand that would test it to its limits: an active volcano, the Antarctic ocean, the fierce elements, and we even got a ‘Kea’ (a native parrot) to steal one while the camera was running.
Phase 1: 15s and 60s cut downs appeared in people’s newsfeeds. These led audiences to longer (2 min 30s vers) on purenewzealand.com. The longer versions also used hotspots (added via a custom chrome viewer). Media: organic and paid: Facebook, youtube, purenewzealand.com, PR, and trade shows (VR). Phase 2: 2 months later, Nikon launched their campaign on mynikonlife and related sites using editorial, features, PR, and also and eDM to 90 000 members, plus Nikon Australia Youtube, and VR at POS.
Results for TNZ (Organic): +800 000 views on Facebook, reach of 4 million. Results for Nikon (Paid): Reach 3.5 million. The campaign is only just over 2 months old. Tourism New Zealand were very satisfied with the consumer engagement of their campaign. And Nikon had the cache of the Key Mission shooting TNZ's first ever global 360 campaign which was proudly badged "100% Pure New Zealand".
The campaign appeared across many digital platforms and was geared for both mobile and desktop, but we utilised anything but a ‘one size fits all’ approach. User sensibility, nuance of platform, available tools and best practice according to each media were taken into account. ‘Guided view’ on Facebook, hotspots and interactivity thanks to a custom chrome viewer, integration into Samsung Gear thanks to Facebook’s app, cut-downs to suit the ‘speed of newsfeed’ environment. We didn’t blindly push the work out to different platforms. We went to great lengths to make sure the experience was best suited to the intended platform.
Approach: if you could film NZ in all its ultra-testing conditions, you would prove you had a camera capable of delivering amazing footage. And a country capable of delivering amazing stories. Both providing amazing inspiration to visit New Zealand (with a key Mission) to see what you could do. Insights: ‘Photography as a special interest’ was identified by TNZ as a particularly fertile audience segment that would deliver visitors. Hence the partnership with Nikon. Target Audience/Relevance to Platform: the campaign allowed them to hone in on audiences for whom photography was a real passion. Using a new technology (360) that is almost native to to the Facebook platform also gave audiences a new way to engage with TNZ's campaigns. And we know from a year’s data gathering of 360 film-making that audiences engage with the footage, then come back and explore more.