Branded Entertainment seems to be on everyone’s mind at the moment, what with the Mumbrella conference and awards recently.
Time perhaps to take a closer look at some of the award winning work- the ideas and what they did right.
Part 1 for your reading pleasure is the Kiwi Sceptics campaign by Host for Air New Zealand which won Bronze in the Best integration or Brand storytelling – non-fiction and Best Trans-Media categories.
The Idea: Take 5 people who are sceptical about NZ as a destination for all the usual reasons, send them to NZ under false pretences and create content out of the resulting revelations.
Do it all with a sense of self-deprecating fun, narrated by Rhys Darby (his voice will be familiar from The Flight of the Conchords) and you’re onto a winner.
Not only is the content solid, the amplification and conversion have been thought through- doesn’t always happen!
- Amplification via a TV Show – using Lara Bingle as the 5th New Zealand Sceptic and integrating her adventure into the show (it’s not Host’s fault that the show’s ratings were enough to make a sceptic blush)
- Conversion tie in of a retail offer to convert the customer beyond the content. Just a simple $150 off.
My only wish, perhaps dispense with the seemingly obligatory helicopter footage. Feels like it was listed under mandatories in the client brief.
What do you think? Love it? Hate it?