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Tag Archives: marketing communication

Air New Zealand, your 18th safety video is another fine example with ‘It’s Kiwi Time’!

6 Nov

New Zealand have always pushed the boundaries with interesting and out-there advertising. I can think of  a couple of examples. Last year’s police recruiting ad, or this golden oldie from L&P from 2006 that you really have to watch to believe! Yes you won’t be disappointed by watching both.

And now, Air New Zealand have done it again. They are always trying to outdo themselves and this is their 18th take on safety videos. They usually use OS talent, but this time it’s all local. Their creative Ad agency must have so much fun pitching crazy ideas. Every year AirNZ’s safety and Christmas ads are always worth looking forward to. And this year is no different. My next blog post will be on the Xmas ads!

In a 600 strong cast, ‘It’s Kiwi Time’ takes the classic song, Tricky as it’s base for their safety video, which really is a music video disguised as a safety video. This song dates back to the late 80’s which means that many people may hear the song and be enticed to watch the video out of interest. A new target market I hear you say?

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And while some people are saying, ‘what happened in the 80’s should have been left in the 80s’, most viewers are hailing it as another success story for AirNZ. You can watch it on YouTube by clicking here. What do you think? Yes, it is long, but it is entertaining, and just as you would expect from this creative company. Air New Zealand really put their key stakeholders at the centre of their campaigns. Mostly it’s their staff (cabin crew, engineers etc), but this ad sees a lot of thought go into it by using various destinations from around the country, and using singers, dancers and talent from 30 community groups.

Air NZ have been proud of who they are and their country and locally grown talent, and it shows. You would be proud to be a staff member, or a shareholder. Or a passenger. It’s another aspect of marketing that often gets lost. AirNZ are all about relationships. They want one with you, and once they get your attention, you want to find out more. Just like I do every year when I write my Xmas blog post, as I look forward to their ads! You can read my AirNZ 2017 Xmas ad review here and watch the campaign. And if you head over to @FlyAirNZ twitter account, you can read the love coming in for the new ad. Also it’s great to see that AirNZ have a great social media team who actually respond to posts.

In previous years, The All Blacks have always been a feature of the airline’s TVCs and YouTube ads, this one is a take off of Men In Black back in 2015, and if you have a spare 5 minutes (yes it reads long, but it is worth your time) click here to watch it.

With the runaway success of The Lord of The Rings, AirNZ played on New Zealand being the home of Middle Earth. This meant a lot of safety videos featured cameos of many of the actors, AirNZ staff and the famous Director himself, Peter Jackson. Humour was always central to these videos. But also awesome scenery!

More recently, they have used talking and loveable animals, Dave the Goose (voice by Aussie actor Bryan Brown) and Pete the Kiwi. Pete’s voice is from another loveable Kiwi, Sam Neill (pictured below). Enjoy!

Sam Niell will be the voice of the campaign's mascot, a CGI kiwi named Pete.

Source: https://www.stuff.co.nz/business/96138062/sam-neill-the-voice-of-air-new-zealands-global-campaign

Other reading:

600-strong cast front Air New Zealand’s largest scale safety video ‘It’s Kiwi Safety’ via True NZ, Campaign Brief, 2018

Air New Zealand Safety video Divides a Nation, Stuff, 2018

#weareAMPR #AirNZSafetyVideo
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Another successful year for Entertainment Marketing students undertaking real projects for real clients at QUTs Business School

5 Dec

For over 15 years, my QUT teaching teams have been enabling student’s real world learning for 2nd year subjects Integrated Marketing Communication and more recently Entertainment Marketing. This subject is part of the larger Entertainment Industries degree where Creative Industries students study law and business subjects. Our students engage with real businesses, startups, artists, not for profits: you name it. QUT students work in ‘agencies’ to problem solve marketing communication objectives set by their clients.

In 2017, our Entertainment Marketing students engaged with long-standing and very historical Brisbane Eisteddfod, Brisbane Writer’s Festival (or #UpLIT), Cystic Fibrosis Qld and Travello: a Brisbane based startup travel App that connects you with fellow travellers, solo backpacking enthusiasts, digital nomads and even groups of friends & families to make your travel experience memorable. We pride ourselves on the range of entertainment and marketing businesses that want to be involved in our student’s real world learning. In 2016, we had a different travel startup Tour Amigo, who is a QUT Marketing Honours alumni, who has set upa travel site where you can search, compare and book the best value package tours throughout 160+ destinations worldwide. The Tour Amigo team have cherry picked the best guided tours from international operators such as Contiki, Trafalgar, Intrepid and put them in one place. We love to welcome back QUT ex-students into our classroom.

The student agencies pitch their ideas to their clients at the end of semester. Face to face where you can’t hide. This experience helps sets up our students to be (a little bit) industry-ready. Their pitches are very professional, and clients are always impressed with the high calibre standards shown by our up and coming QUT graduates. Most groups undertake primary research, produce video content that would cost thousands of dollars.

Students conducted work experience and work integrated learning with Cystic Fibrosis then gained paid employment organising events such as the 65 Roses Art Prize, where schools across QLD were asked to donate their artwork and a silent auction for each one at the 65 Gala Roses Ball. The project that was run by one incredible QUT student who raised awareness for the plight of those living with CF in Queensland, as well as introducing budding artists to the power of philanthropy. She not only ran the promotion, but the call to action involved a huge amount of logistics.

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As I publish this article, 30 out of the 50 paintings (shown above) have been sold and the others are on display at the CFQ bookshop. Another amazing student helped with fundraising, social media and event profiling. It isn’t easy taking on an intern, but our QUT students learnt so much from their experience with CFQ, many staying on for months.

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Another client this year were Brisbane Eisteddfod. They came to us wanting an audit and some ways of how to stay relevant with their many audiences and stakeholders. Over 150 students pitched their ideas. Our client (also QUT alumni) was super happy and plan to have students working on implementing some of their strategies and tactics in 2018. Below is just one of the amazing student agencies, Ben Hardgrave their tutor and the Eisteddfod team.

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