LOSERS' PARADISE

Short List
TitleLOSERS' PARADISE
BrandAIR NEW ZEALAND
Product / ServiceAIR NEW ZEALAND TRAVEL
CategoryA10. Use of Digital & Social
EntrantHOST/HAVAS Sydney, AUSTRALIA
Idea Creation HOST/HAVAS Sydney, AUSTRALIA
Production FINCH Sydney, AUSTRALIA
Additional Company AIR NEW ZEALAND Auckland, NEW ZEALAND

Credits

Name Company Position
Darren Spiller Host/Havas Chief Creative Officer
Jon Austin Host/Havas Executive Creative Director
Hadleigh Sinclair Host/Havas Copywriter
Jack Delmonte Host/Havas Art Director
Ros Payne Host/Havas Agency Producer
Hayley Matchett Host/Havas Editor
Oli Cassidy Host/Havas Account Director
Natasha Floyer Host/Havas Account Director

The Campaign

We positioned Australia as a losers’ paradise, the perfect place to escape the limelight if your team has just lost the Superbowl.

Creative Execution

When the final whistle blew we launched our online content through Facebook and Instagram. With North America talking about nothing other than the Superbowl, through a vox pop film we documented Australians’ lack of knowledge, and interest, in anything American Football related, thus making it the perfect place for fans of the losing team to visit.

4.5million Reach (KPI 1.2m) 900k views (KP 500k) $0.03 cost per view (KPI 0.04) 186% increase in visits to North American website (YOY) 86% increase in visits to Canadian website (YOY) 22% increase in revenue (North America) (YOY) 84% increase in revenue (Canada) (YOY Website Despite going live so late in the day (6pm PST / 9pm EST post-game as intended) traffic was up YOY on both POS, with Canada POS in particular showing significant growth. The campaign landing pages saw 186% increase in traffic YOY in Canada, and an 86% increase in traffic in the US. Consumer interaction with the video placement in particular was high, however we believe that these consumers were in the dreaming and planning stage so did not immediately convert. We plan to build audiences from these placements and continue to retarget them in future campaigns.

The Super Bowl is the biggest event in American sport. A Losers' Paradise was designed to become part of the cultural conversation surrounding this massive event.

Traditionally big budget Superbowl ads run during the game. We didn’t have a big budget, or any affiliation with the Superbowl, so we decided to target a very specific audience after the final whistle. The Losers. Our strategy was to lure fans of the losing team to Australia with two enticing offer, a low priced fare but also something even more appealing, anonymity. At the end of the film North Americans were invited to visit the Air New Zealand website and take advantage of a flight deal to Australia.

Links

Video URL