#2034 I Am packed is Air New Zealand’s clever new social media intiative

Details‘ Senior Style Editor Eugene Tong’s suitcase. Photo: I Am Packed

Over the past couple of weeks, I’ve spent countless hours in meetings with creative agencies whose number one priority is to increase revenue by winning contracts with big ticket corporates. What’s interesting to me, though, is that none of the discussions revolve around advertising campaigns; they’re all about providing content for these companies – a blog for a sparkling water conglomerate, an app for a multinational fashion house, a Twitter feed for an online retailer. Social media is king, and everyone wants to join the conversation. But a social media campaign is a bit like a luxury perfume: of the 10,000 or so launched every year, only two or three might get any real traction.

Air New Zealand’s Rico campaign was a fairly successful social media intiative. The videos, featuring a dirty-talking South American puppet and various celebrities (Snoop Dogg, Lindsay Lohan, Richard Simmons et al), attracted around 300-500,000 views each, major newspapers the world over wrote articles about them, and everywhere you went (in New Zealand at least) people were talking about them. That’s all a company can really ask for – launching a campaign that takes on a life of its own. The risk, of course, is losing control once it’s out in the world. Viral marketing is so named for a reason.

Air New Zealand has just launched a new initiative named I Am Packed. Directed by SlamXHype‘s Adam Bryce – a Kiwi with one of the best Rolodexes in the country – it’s a blog showcasing creatives’ pending travel plans and the contents of their suitcases. It’s simple, effective, clean and most importantly, directly on brand. Some of the photos are a little scratchy and it’s a bit light on entries at this early stage, but it’s as good an idea as any I’ve seen. I’m looking forward to seeing where this one goes.

This one’s an old packing photo of mine from January this year. I said it back then, and I’ll say it again: There’s nothing I love more than a good flat-lay.


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