Air New Zealand had flight capacity out of Dunedin and wanted to generate demand from the greater Dunedin and Otago region from those who wouldn’t usually be flying.
We wanted to reach the people who wanted a bargain flight who didn’t mind the risk of waiting till the last minute or waiting until the next flight. To do this we created a ‘Standby Guy’ persona. He sits in his personalized call centre cubicle which has postcards and paraphernalia that define who he is.When he is at his desk you can see over his shoulder to see his computer screen which shows where he has standby deals from. When you click on a city of origin a layer appears with the list of standby flights available
When our inside guy is not at his desk there is a post-it note saying “Gone on Holiday”.