Free Ride Get Inside
August 12, 2010 by
The
Challenge
As part of an ATL campaign to increase visitation to New Zealand, PLAY was asked to develop an experience that would target potentially visitors and really get them considering the possibilities.
The
Strategy
With friendly Kiwi’s at the wheel, we created a fully branded fleet of Tourism NZ taxis, comprised of Toyota Prius’. Offering free rides around town, we created the perfect platform to get them excited about a trip across the Tasman.
The
Experience
Picking up people on their way home from restaurants, meetings or shows, our drivers romanced about holidaying in their homeland. Passengers could also watch video documentaries, giving them a true taste of NZ.
The
Results
17 000 Flyers were distributed
7 422 Passengers
6 Videos
55% city population viewed cabs at least once over the 2 week campaign