The product: The New Zealand travel experience
The challenge: Move New Zealand up the consideration set for Youth by showcasing the unique and diverse experience only on offer here.
The solution: Stories beat Stuff.
Travelling further means an experience and stories that no one else has. For Youth the brag right that travel enables, rivals having stuff.
What we did: Called for Youth to tell us what they would trade for the story of the lifetime. We created content to inspire entires, which could be uploaded to a multi platform interface (web, youtube, mobile) and enabled integration with Facebook. We gave away 6 trips to New Zealand each showcasing a different angle of the New Zealand experience. Winners were voted for based their application video (of what they would trade for a trip of a lifetime), and spent 2 weeks in New Zealand, their journey captured as content and shared on newzealand.com and social as itinerary inspiration for other young adventurers.
The results:
- Over 1 Million people either watched, shared or visited
- Campaign contributed to reversing declining Youth tourism in New Zealand
Stories Beats Stuff Summary
Stories Beat Stuff Competition Mechanic: Mobile
Stories Beat Stuff Competition Mechanic: Website and Youtube