Air NZ, dentsu team up for cutting-edge dynamic creative solution

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

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