AUCKLAND, Thursday: When Air New Zealand flight NZ4376 (aka NZHERO) took to the skies, 50 children from Koru Care Charitable Trust NZ enjoyed a special plane trip, something their health might ordinarily 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 so people could see the flight shape unfolding throughout the duration of the journey. By flight-end, the pilot revealed the creation they had drawn as none other than New Zealand’s national bird.
Prior, during and post the 2.5hr flight, D4 served 60 different creative billboard messages in 500 different versions, delivering 500,000 impressions in total.
“This is a great example of how rich realtime data feeds can be used in dynamic creative using our D4 platform.”
D4 also powered a Facebook livestream that tracked NZHERO’s journey in realtime, which reached 150.000, and garnered 1000 comments from keen Kiwis trying to guess what shape they thought the plane was flying.
Dentsu Group’s Auckland-based director of data & technology Bram Stevens said: “This is a great example of how rich realtime 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 NZ brand GM Jeremy O’Brien said: “The development of this innovative digital solution allowed Kiwis all around the country follow and engage in the Koru Care journey.”
CREDITS
Client: Air New Zealand
Global Brand & Social Media Manager: Maria Jackson
Brand Manager: Tara Ryan
Global Brand & Social Media Specialist: Raman Mahi
Studio Manager: Cameron Mercer
Content Delivery Manager: Saini Tuitupou
Agency: dentsu
Business Director: Gemma French
Senior Business Manager: Rebecca Gillespie
Business Executive: Annabel Tietjen
Senior Digital Manager: Lily McCallum
Digital Producer: Joshua Rose,
Digital Developer: Marcio Iwamoto
Head of Analytics: James Morgan
Group Director of Data & Technology: Bram Stevens
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