Our task was to create a social media led campaign, for a client of an advertising agency, we chose Air New Zealand.
Insight: Travel is more difficult in current times leading to a separation in families and loved ones.
Idea: Help bring kiwi families back together by sharing past memories, and helping them relive them.
With COVID and inflation making it more and more difficult to travel in New Zealand, families are struggling to connect and are forced to spend long periods of time apart. Our Social Media Campaign aims at reconnecting the families through the power of social media.
The audience would send posts or tag @airnz to tell their stories of being separated, and share a special memory from a location where the family is connected. Air New Zealand would then provide tickets and hospitality to select users in an effort to reunite the family, and recreate the sentimental memory.
The aim of this is to reunite families, and show how Air New Zealand can provide memories for them over and over.
Here, we have Air New Zealand using Instagram as a way to share their campaign. The photo used presents itself with a twist on the design of the Air New Zealand logo to represent Aroha. The caption announces to the audience the giveaway, and how to participate in order to win flight tickets to go and see long distance loved ones.
The public would send photos of memories with their families that are meaningful, and set in a specific location (e.g. “this is our family trip to …”). By tagging @airnz or sending these posts directly to them, @airnz can select which are achievable and worth while.
Air New Zealand will respond to successful inquiries either by contacting them directly or responding on social media. Once the family has been reunited, Air New Zealand (@airnz), will post pictures or videos of families being together again.
Cover photo by Daniel Norris on Unsplash
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