Air New Zealand

Home Sweet As

The brief: to create a database of NZ expats living in Australia for Air NZ.

“Home Sweet As” was concepted as an online home away from home for expats in Australia, complete with quintessentially NZ blanket stitching. Air NZ used Home Sweet As to create an ongoing dialogue with expats and launch giveaways & competitions and it became a long running platform. To launch the concept we placed a mobile billboard in Melbourne and Sydney city centres, and advertised this billboard in NZ media. NZers could send a message to their loved ones in Australia which would be broadcast live on the billboard, photographed and then sent as an email to sender and receiver. People sent all sorts of messages, from proposals, to propositions, and more. Every message put the Ex-pat in the draw to win a trip home to NZ, so their relatives and friends could essentially bring them home.

The next project from Home Sweet As was a competition sparked from the truism that every NZ’er has their favourite secret spot they’ll tell you that you

HAVE to visit. The place they think of when they think of home. We made a cake of NZ, with the help of NZ cooking institution Alison Holst, and invited Expats to decorate it with their favourite “sweet spot.” All entries went in the draw to win a trip home with five mates to the sweet spot of their choice.

Air NZ Home Sweet as & Show us your Sweet Spot

Awards include:

ADMA Awards.. Silver, Digital Innovation.

AIMIA Awards.. Effectiveness Award.

AIMIA Awards.. Best of the Best Award.

MIXX Awards.. Silver, International category.

Cannes Lions.. Finalist, Cyber Lions.

Cannes Lions. Finalist, Direct Lions.

Creative Showcase, Quarterly Winner Creative Showcase, Quarterly Winner

Creative Showcase, Overall Annual Winner

AWARD Silver, Interactive Business to Consumer.

AWARD Bronze, Interactive Business to Consumer.