How will Asia-Pacific perform at Cannes this year? In the lead up to the Festival, Campaign Brief will be showcasing the work we hope will impress the judges…
Air New Zealand: The Nicest Christmas Ever
Air New Zealand are famous for being nice. Nice enough to win Airline of the Year five years running. So, after the world experienced a particularly naughty 2018, who better to help them up their nice points? The Nicest Christmas Ever was an integrated campaign aimed at helping people get off Santa’s Naughty List in time for Christmas.
A film – launched online, on TV, and in cinemas – introduced the Summit of the Naughty Kids. Through social content, a well known slogan was leveraged. Friends ratted out their naughty mates. New Zealand’s nicest cookie even came on board to sweeten the deal. In just three weeks, the campaign achieved over 3 billion media impressions, delivering over $20 million in earned media and a %2500 ROI, helping Air New Zealand and the world enjoy their Nicest Christmas Ever.
Quirky bubble tea brand Chatime specialises in crazy tastes. The crazier the better. They wanted to expand their millennial audience but, despite a huge following in Asia, not many Australians knew about them.
So, with minimal budget, we went to the one place people were secretly unleashing their own crazy tastes.
Their search history.
The #HistoryCha_llenge was simple. Instead of hiding it, screengrab, hashtag and upload your search history to Insta Stories for a chance to win a whole year’s worth of free Chatime.
Swap your crazy tastes for Chatime’s. Within 48 hours, the challenge had caught on. People were revealing everything from getting stuck in dog doors to buying lingerie for their mum.
But the campaign didn’t end there.
Audiences’ entries were used to create online film, out of home, social content and on-pack advertising.
Through SEM, over 1,000 modular search words were bought that, when searched, would promote the #HistoryCha_llenge and challenge people to upload the search.
Within a week, and with a minimal budget, Chatime Australia’s social audience increased by 17%, helping them enjoy one of their highest sales periods since
All by showing that a country this crazy deserves a drink to match.
We are inviting agencies to showcase your agency’s best chances at Cannes this year. Open to all Asian based agencies entering Cannes this year. Just email firstname.lastname@example.org with a paragraph or two on each of your best chances at this year’s festival. Include a link to the case study/TVC or supply jpegs if it is print.