Air NZ casts Aussies who don’t like New Zealand in reality series

Host has created an online reality show for Air New Zealand called Kiwi Sceptics.

In the short film series, located on NineMSN, Air NZ took people who had never wanted to go to New Zealand, to New Zealand, in the hope of changing their minds about the country.

The campaign, which was built on a media deal with Nine secured by PHD,  is the biggest marketing offensive Air NZ has launched in 10 years.

The four films feature four differents sorts of Australians.

The Bali girl:

The hipster:

The ‘Aussie Aussie':

The Europhile:

Kelly Millier, marketing manager for Air New Zealand Australia said: “At Air New Zealand we know NZ is one of the best places on earth, but for one reason or another, there are many Aussies who don’t see the same fresh and progressive side of New Zealand, that we do. We figured if we could change the minds of those most sceptical, we should be able to convince those who are sitting on the fence.”

Credits:

Client: Air New Zealand Australia
Agency: Host
Creative: The Jamboree
Director: The Jamboree
Production: Candid Films
Media: PHD

Comments


  1. Kelly
    10 Feb 12
    4:30 pm

  2. I like. Charming stuff.

    Will be interested to see how much engagement they get.

  3. Groucho
    10 Feb 12
    4:58 pm

  4. This makes an old ex kiwi very proud. Love it bro!

  5. Geoffrey Emerson
    10 Feb 12
    6:06 pm

  6. Bali girl used to work for us and I know she found this an amazing experience, good to see branded content is still getting produced.

    Hazah Rebecca, top marks from your old boss :)

  7. Neil
    10 Feb 12
    7:56 pm

  8. So for these people celebrities and some special access and lots of alcohol make up for the bleak weather and green rolling hills of nothingness….

    My opinion of NZ was best summed up by my travelling companion to the recent RWC as we drove thru similar scenery and weather following the Wallabies – ” It’d be alright to live here in NZ… if you were retired…. or a Farmer”

  9. Cuthbert
    10 Feb 12
    8:35 pm

  10. Funny films and I enjoyed bits of them, but a big ask to get people to watch something 6 minutes long..

    Brave of NZ to directly address barriers to purchase – so many times barriers are whispered about or put in a brief as “secondary message”.

    I reckon NZ ads are great – they always make me want to go there, but I always bypass it cuz i think maybe its too like Australia and I’ll be bored.

    They need some testimonials from sceptics for people like me and Mrs Cuthbert, but they gotta do it in a shorter form as 5 mins is too long, but a 30 or 60 TVC may not have enough time for a testimonial to ring true.

    And by the way, Mr Aussie Aussie looks like every guy in the Pub at the Oxford hotel on the formerly gay mile. I thought it was the gay market till I started the video

  11. Sam
    10 Feb 12
    8:50 pm

  12. Bali girl seems more like whiny Eastern suburbs princess….

  13. Anonymous
    11 Feb 12
    1:30 am

  14. New Zealand has a lot going for it for the older generation as well. My flight into Auckland on Air New Zealand had the best landing . . I have experienced anywhere. Every bus-stop has a computer readout telling you when the next bus would be arriving.
    Onehunga and Wellington have world-beating fabric and yarn shops. K-road Auckland has a ton of vintage stores. Rotorua is spa pamper heaven on a shoe-string.
    Kiwis pay a great deal of attention to human-scale interactions and have a SO-friendly easygoing efficiency. I could go on. Love the place.

  15. Ben Beath
    11 Feb 12
    10:17 am

  16. I love this. I’ve always skipped NZ as a holiday destination because it seemed no different to going to Queensland….. these videos really present a side of NZ that makes me want to go. And I love the fact they included rainy days and speeding fines, because it’s a lot more authentic than aerial shots of glaciers and bungee jumping.

  17. Groucho
    11 Feb 12
    12:32 pm

  18. @Neil please stay away, its all wasted on you and you will take up the space of someone wiser and more worthy.

  19. Darren Thomas
    11 Feb 12
    6:26 pm

  20. Loved the 4 quirky cool videos,have changed my mind about visiting NZ,get me a ticket outahere overthere!!!!!!!

  21. Ann
    11 Feb 12
    8:05 pm

  22. What a brilliant concept. Hope it works for them

  23. Col
    11 Feb 12
    8:33 pm

  24. Loved watching these clips and Rhys, as always, very funny. Well done for making them as interesting as they were… I thought that 5-6mins was a long time, but I actually watched all of the video’s with great interest and didn’t find them to long…

    How awesome is that Spa on the ocean edge, bliss…

  25. Dannyboi
    12 Feb 12
    3:28 pm

  26. Love these. Brave to show the NZ weather drizzling and let the Kiwi character shine through

  27. Paul
    13 Feb 12
    9:48 am

  28. I love the idea, love the casting of Rhys, but they are too long to watch. Plus the use of celebs and alcohol overshadows the whole point…

  29. Shelly
    13 Feb 12
    12:05 pm

  30. They are too long. And if the victims of this travel deceit decide they still are underwhelmed with what you find in New Zealand for the price of flying there and staying there, we wouldn’t know anyway, because they would not have been filmed saying so. This is nothing more than yet another branding-related marketing ploy to attract tourists to a cash-strapped far-flung island in a global recession. ;P

  31. Anonymous
    13 Feb 12
    12:47 pm

  32. Nice work Jamboree. Honest, funny and direct (much like them Kiwis). Hopefully there’s money behind it to get people to seek it out (a radio campaign featuring Rhys should do it)

  33. mumbrella
    13 Feb 12
    12:55 pm

  34. Really excellent stuff. When I’m looking for great examples of genuinely shareable, entertaining branded content, this is one I’ll be pointing to.

    Cheers,

    Tim – Mumbrella

  35. Mike
    13 Feb 12
    1:00 pm

  36. @shelly – “yet another branding-related marketing ploy to attract tourists” – uummm- it’s an ad for an Airline (officially he world’s best) of course they are targeting tourists.
    They are doing a good focus away from sheep and Hobbits towards what the cities actually offer – unlike Australian tourism which is still focussed on Kangaroos, outback Opera house and G’day mate for backpackers – #yawn.
    They are a tad too long but I like the angle – and it’s only three hours from most of Aus, close than you think.

  37. max
    13 Feb 12
    1:31 pm

  38. how can you say they’re too long? doesn’t it depend on the context in which they’re shown? and besides, if the content is engaging enough, who says it can’t be longer?

    given everyone in my office has watched all four episodes one after another, i’d say their length isn’t an issue.

    i think this is a fantastic ‘branded marketing ploy’ (what the?)

  39. Jackie
    13 Feb 12
    2:03 pm

  40. Absolutely love, love, love it!

  41. James
    13 Feb 12
    4:05 pm

  42. It looks way better on the site http://www.kiwisceptics.com

  43. Steve Fontanot
    13 Feb 12
    4:19 pm

  44. Fantastic – really enjoyable.

  45. Cody C
    13 Feb 12
    5:28 pm

  46. One of the best things I have seen in a while. And the narration is hilarious!

  47. john
    15 Feb 12
    6:53 am

  48. Wow. There’s some whingers in this thread. Nothing better to do than complain about holiday? Some people will complain about anything.

  49. Adam
    25 Feb 12
    2:29 pm

  50. Rhys Darby is the perfect choice for the voice over