'Snackable content' seems to be the buzzword of the moment and while some believe this trend may lead to 'obesity of the mind', Air New Zealand has joined the feast, releasing nine clips showcasing various Auckland activities in an effort to get Australians to come over and support their NRL team during next year’s NRL Auckland Nines event.
Just like last year, rugby league star Benji Marshall stars in the campaign, but this time he shows viewers nine things they can do in the city of sails, from that favourite bourgeois pastime of sipping on craft beer to catching fish or, for the thrill seekers, bungy jumping. In keeping with the event, each clip shows nine seconds of action (although they're all 15 second spots).
The campaign was put together by Air New Zealand’s Australian advertising agency Host, which explained in a recent promotion for Pizza Hut just how hard it is to be too hot. And if heads aren’t still spinning after each whirlwind trip around Auckland, people can enter a competition to win a trip to Auckland with flights from any Aussie city, accommodation for them and eight friends to go to the Nines and take in their three favourite Auckland activities.
StopPress reported this week on how major TV networks in New Zealand use short form video to tell bigger news stories, but the massive growth in short form video is affecting the way businesses sell their products.
Earlier this year, Cisco forecasted 80 percent of all consumer internet traffic would be video by 2019 and Facebook recently claimed it gets eight billion video views a month, so it isn’t surprising to see brands buying into video in a big way.
Speaking of videos about Auckland, New Zealand’s favourite Westie, Robyn Malcolm, has been out discovering some of Auckland’s best kept secrets in a seven-part video series filmed for ATEED.
“We want to encourage locals to get out and explore what’s on offer beyond their backyard,” says ATEED manager tourism Jason Hill. “The majority of Aucklanders know about the likes of Piha and Muriwai for instance so instead we’ve included some of the lesser known gems in the West like the lower Huia Reservoir, Huia Food Store and the Omanawanui Track lookout. Auckland is a vibrant multicultural city full of entertainment and world-class dining with a backdrop of beautiful harbours and islands, white and black sand beaches, wineries, and native forests. But despite all of this we bet most Aucklanders would have only just scratched the surface on what’s available on their doorstep.”
Hill says research shows around 30 percent of domestic visitors and more than 40 percent of Australian visitors are coming to Auckland to see friends and family.
“This makes Aucklanders, as hosts, huge influencers on what their guests choose to do and spend here so we hope with these new videos we can help ramp up their local knowledge so their guests can have even more fun while they’re here,” he says.
The campaign will be in market throughout November and December and can be seen on TV, TVNZ OnDemand and digital pre-roll advertising and on ATEED's social channels.