︎
Michelle Wall                                                                                                                                                                                      
  Work    About    Contact

Air New Zealand

WAKE UP CALL

Air New Zealand

We were briefed to utilise Air New Zealand’s sponsorship of the All Blacks during the Rugby World Cup to connect with the thousands of Kiwis living in Australia - an important audience for the brand, given they fly home so often. The games were played in the early hours of the morning, with the start of daylight savings and Australia’s different time zones, you couldn't blame people for being a bit confused.

To make sure fans didn't miss the game, they could get a phone call from the All Blacks, to wake them up in time. Online, Kiwis could choose which games they wanted the call for, and when they wanted to be woken up - for the pre-game action, or just before kick-off for the Haka. They’d then receive a (pre-recorded) call from an All Black.

The campaign was a hit, with over 20,000 calls made. Of the 23,000 users who took part,
5950 opted in to hear from Air New Zealand about flight deals back home.

AWARDS
Mumbrella BEFest awards
Best use of interactive/Gaming: Silver

AdNews
Digital Campaign of the year: Finalist

Spikes Asia
Finalist

ROLE
Art direction, design and concept
Creative lead: Jack Delmonte and Hadleigh Sinclair
CD: Bob Mackintosh