Tourism New Zealand invites gamers to PLAY NZ in world-style gaming experience via TBWA\Sydney
Tourism New Zealand is inviting the world to PLAY NZ, emulating an open world-style gaming experience, developed by TBWA\Sydney, that lets people explore some of New Zealand’s greatest attractions in a completely new way. PLAY NZ effectively brings to life New Zealand as a game.
As Australians are spending more time indoors engaging in online or virtual experiences, game usage has skyrocketed with a 75% increase since March. Designed to engage the growing online gaming audience, PLAY NZ shows off New Zealand as the ultimate place to come PLAY by gamifying the experience of visiting New Zealand.
Says Andrew Waddel, general manager, Tourism New Zealand: “We recognised there was a growing number of people craving new experiences, exploration and most of all a sense of fun and adventure. You wouldn’t think it, but gaming and travel go hand in hand, both are about exploration, wonder and adventure.
“PLAY NZ has taken cues from the gaming community, showcasing the breadth and depth of what New Zealand has to offer. Australians are inherent travellers, and PLAY NZ was created to satisfy their wanderlust, and inspire them to visit New Zealand once borders reopen. We can’t wait to welcome the world when it is safe to do so.”
Partnering with Twitch, YouTube, actor Julian Dennison, social media content creator William Waiirua, and cultural influencers from the online and gaming communities, Tourism New Zealand set out to market the country like a real role player game –with really realistic graphics.
The campaign kicked off with a virtual press conference unlike any other, by inviting media to join a live streaming platform, Twitch. Gaming influencer, Loserfruit, led the charge by sharing a simulated live walkthrough of her experience of PLAY NZ. The roll-out included trailer films and reviews to tease the gaming community ahead of the premiere.
Says Andy DiLallo, outgoing chief creative officer of TBWA\Sydney and Eleven Sydney: “In a traditional campaign we would barely be able to scratch the surface of all that a place like New Zealand can offer. Mimicking a game was the perfect vehicle for us to show off the many facets of New Zealand. In an open world gaming format, a new adventure is always just around the corner. This rang true of New Zealand as well, with so much to experience packed into one destination. From its stunning vistas, music, design, and adventure, all the way to the people’s humour, New Zealand has a rich culture we wanted to bring to life for all to enjoy.”
After watching the hero film, audiences are led to the PLAY NZ immersive hub where they can scroll through over 18, 180° digital tours and experiences across New Zealand.
PLAY NZ is live across Tourism New Zealand social media, playnz.com.au and is being amplified by paid, owned, trade and earned.
Tourism New Zealand – Australia with:
Creative: TBWA\Sydney
PR: Eleven Sydney
Production Hero Film: AIRBAG
Director: Uncle Friendly
Production Additional Assets: BOLT
Editing: ARC EDIT
Design: Goodeye
Online VFX: Blockhead
Music: Otis Studios
Sound design: Beau Silvester
Kaiārahi Māori / Cultural Guide: Karl Wixon, Director ARAHIA
Media: Mindshare
Technology: Google
Talent: Julian Dennison and Kathleen Belsten (Loserfruit)
Streaming partner: Twitch
61 Comments
This is next level seriously impressive.
Choice!!!
Love this how in the fuck was it pulled off.
Got to love the Kiwis always a step ahead.
Next level this really fresh. Great to see big stuff still happening. Well done NZ
I’ve been seeing these Ads on Twitch which is the perfect platform for them, nice work.
Brilliant use of gamer videos. Really smart.
Impressive. One day I shall conquer this realm.
Brilliant!! This is so fresh love to have worked on it.
Where can I download this game!!?
Brilliant stuff Andy and team.
Smart insight, Super fresh idea. Kudos TBWA
This is sick. Nice work Uncle Friendly
Bethesda eat your heart out.
Strong work TBWA and Andy
So, the insight is ‘People like games’. Whats the clever bit?
They got a Twitcher to watch a 10m Tourism ad with ‘gamey’ themes, graphics and scenarios.
WOW…
Not really a game. It’s an epic call to action to click through to a microsite that has 360 degree youtube videos.
From their website
“Wait is this actually a game?
No it’s not. It’s even better. It’s an invitation to come and play the best open world in the world.”
So let’s get this straight, you used a gaming influencer to launch a bunch of video content dressed up to look like a game on Twitch?
Awesome! Makes me want to go to NZ. Shame I can’t right now.
Yes, they made traditional videos of tourism spots into something far far more interesting. If you cannot understand why that is awesome, you’re in the wrong industry.
Man, I wish I had clients like Tourism NZ. They are just the best. (and hats off to the agency too of course, it’s brilliantly done from start to finish)
But I can still appreciate the work that’s gone into this.
NZ sure know how to take the piss!
Conceptually this is amazing but the execution is underwhelming. Also Loserfruit trying to give off the sense of playing this IRL is not convincing. But hats off to a client wishing to push the boundaries.
No idea what I just watched but I want to visit New Zealand.
This is so fresh the levels of story telling and craft hurt my brain.
Well done to Tourism New Zealand for constantly pushing the boundaries with its marketing and to TBWA for the level of craft here. Pretty darn impressive under the circumstances
Until I found out it’s not actually a game.
Am I some kind of doongi?
So much detail in the design and graphics – I respect the craft on this. Nice to see someone talking to gamers in a genuine way that’s not a surface level tip of the hat.
Well, you clearly worked on this, so the truth hurts, but this is far from ‘awesome’.
You’re promising an interactive game and delivering a very traditional medium instead.
It’s mutton dressed as lamb.
If you can’t see that, you’re the one who’s in the wrong game. Literally.
So it’s ad people using a new platform advertising people don’t understand but they insist the kids will love. It’s not a game it’s some gopro footage pretending to be a game that is pretending to tell jokes told by a pretend comedian pretending to be a streamer.
Come on guys, that was some watered-down Taika comedy direction with no edge. I cringed constantly.
Is it too close? Genuinely asking, not being a hater. https://www.youtube.com/watch?v=l6ubDg-wOZ0
Props to getting this out ‘in these unprecedented, uncertain times’, against a backdrop of beige.
Literally. Tell. US. More.
Dying to hear your thoughts.
Literally
Clearly touched a nerve back there. Sorry, but this is called the comments section on the blog, it’s where bs gets called out for what it is.
Scroll to the bottom of the website and…
Wait is this actually a game?
No it’s not. It’s even better. It’s an invitation to come and play the best open world in the world.
Make sure to follow us on Instagram to keep track of all the amazing things you can do and see in New Zealand.
Great concept, but why were they so conservative on the interactive execution? They should have at least translated all that UI work from After Effects into the web experience, and let users interact with the areas themselves. I’d be interested to see how many views that video received until completion.
All too often I am disappointed by the work produced by the Australian ad industry, and am well known for my criticism.
However this is brilliant in both concept and execution.
Well done to all concerned.
I’m not a gamer so that may be why I have no idea what I watched or how it could possibly make me want to visit NZ?
Is your audience gamers? Do they make up a large chunk of potential NZ tourists?
The poor twitcher almost looked as if she was being held hostage until she finished this fake game review. Very awkward to watch in parts
Is this what Gamergate 2.0 looks like?
Remote Control Tourist did it better.
I’m jealous. This is awesome. Hats off to everyone involved, esp the client. Well done.
Can whoever made this at TBWA stop writing all the nice comments, your repeated syntax is showing.
I like it guy
Maybe less time commenting on own work and more time working on own work would result in work that requires less self commenting on own work
Fully sick Cuz!
Yeah bro this is fully sick, give yourself some congratulatory pineapple lumps, churrrrr.
This is good, nice work all.
80% of the comments are written by one bloke.
Probably with a fragile ego.
Good ideas get positive comments organically.
The game footage looks amazing. Well done Rhett
Remote control tourist
The work is mediocre. The comments are embarrassing for the agency.
The idea executed well would still be a bit on the nose. You bit off more than you could chew and are now trying to comment your way out of it
Feel better now sweetheart ?
Don’t worry the job market will improve
This is f@#$ing great. Nice insight, great craft, fun content. Jealous.
Well done Andy. As a complete failure as a gamer (constantly reminded by my daughters to this fact), i kinda want to try harder now. Really enjoyed that, thank you.
Til the borders open up, and all those gamers who just LOVE THE OUTDOORS head over to do all this for real in NZ, and Tourism see some ROI.
Killed it Andy. 💪 ken smoked it. Kudos too for Airbag and Blockhead.
Totally agree. So obvious.
“Hey, savvy gamers who distrust most brands – we made a game for you!
…But its not actually a game, just a bunch of 360 ads with play buttons.
If anyone wants to know how this really landed I suggest reading the Twitch comments from the livestream – cringe inducing.
Come on fella. You’re not well known for anything. Not even for your so-called high standards (of anon trolling). Back to the cross word old sport.
We called the campaign Play NZ and launched it on Twitch. But you can’t actually play it. See, it’s clever.
i spat out my flatty in laughter at this one.
crusty old pontificator, what say you regale us with stories of your famed work?
which page in the d&ad copy book are you on, geezer?
This crap campaign is def not worth the publicity it’s getting. It appeals to about 10 people and of those 10 people, they can’t either afford or go to NZ due to the lockdown.
Really let’s move on and promote great work.., this is brilliant.
https://www.youtube.com/watch?v=WA4dDs0T7sM
Imagine being proud of an anonymous reputation on an advertising blog.