When Air New Zealand flight NZ4376 took to the skies, 50 children from Koru Care Charitable Trust NZ enjoyed a special plane trip – something their health might usually exclude them from.
Using live flight data and their proprietary technology, D4, dentsu was able to track the Koru Care flight path live and use this data to deliver real-time creative messaging on billboards in Christchurch and Auckland so people could see the flight shape unfolding throughout the journey’s duration.
By flight-end, the pilot revealed the creation they had drawn: our national bird, the kiwi.
It made for undeniably wholesome content as those watching from the ground – the streets, on social and their smartphones – were able to join in on the journey, made possible by dentsu’s pioneering tech and effective use of media.
Air New Zealand challenged the public on digital out-of-home and social media to guess what shape the Boeing 787-9 aircraft was going to fly on the map. Only one clue was given before departure: whatever was drawn could not fly.
Prior, during and post the two-and-a-half hour flight, D4 served over 60 different creative billboard messages in 500 different versions, delivering 500,000 impressions in total.
D4 also powered a Facebook livestream that tracked the journey in real-time, which reached over 150,000 people and garnered more than 1,000 comments from Kiwis guessing what shape they thought the plane was flying.
Dentsu Group Director of Data and Technology, Bram Stevens, says: “This is a great example of how rich real-time data feeds can be used in dynamic creatives using our D4 platform.
“Not only to create more engaging digital experiences, but also to orchestrate and synchronise content across digital channels.”
Air New Zealand General Manager Brand and Marketing, Jeremy O’Brien, adds: “The development of this innovative digital solution allowed Kiwis all around the country to follow and engage in the Koru Care journey.”
CREDITS:
Air New Zealand
Maria Jackson – Global Brand & Social Media Manager
Tara Ryan – Brand Manager
Raman Mahi – Global Brand & Social Media Specialist
Cameron Mercer – Studio Manager
Saini Tuitupou – Content Delivery Manager
dentsu
Gemma French, Business Director
Rebecca Gillespie, Senior Business Manager
Annabel Tietjen, Business Executive
Lily McCallum, Senior Digital Manager
Joshua Rose, Digital Producer
Marcio Iwamoto, Digital Developer
James Morgan, Head of Analytics
Bram Stevens, Group Director of Data & Technology
