Keeping in touch with home

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Air New Zealand wanted to confirm its role as a strong Kiwi brand and build a database of Kiwis living in Australia. The aim was to be able to target directly and make them feel nostalgic about home so that they would chose the national airline whenever they returned to see family and friends.

“Home sweet as” was a way of connecting ex-pat New Zealanders with their families back home. The central hubs were two websitse, http://www.homesweetas.co.nz/ and http://www.homesweetas.com.au/. Friends and family back home in NZ could send messages to Kiwi folk in Australia via a high-profile digital billboards in Sydney and Melbourne encouraging them to come home. The messages from New Zealand could also be viewed online.

The weird and wonderful messages that were sent contributed to the strong results – over its four-week duration the campaign reached 5% of the ex-pat Kiwi population, with more than 10,000 people opting to hear from Air New Zealand, an opt-in rate of 81%. There were more than 93,000 visits to the NZ site and 35,000 to the Australian site. Some 19,000 messages were displayed on the billboards and there were three marriage proposals.

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