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Eyes and Ears
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Case Studies

#Grabarandom

Air New Zealand Grabaseat
  • 2.5M
    TOTAL VIEWS
  • 11
    VIDEOS

A fast paced, comedic series that takes random people on surprise adventures around New Zealand and the Pacific.


The Problem

Grabaseat were looking at opportunities to create engaging content outside of traditional sales activity. Above all else they needed ROI.

How were they going to get potential millennial clients engaged and thinking about travelling?  They wanted to bring humour and cheekiness into the feel of their videos.  They also needed to ensure there was differentiation between the Air New Zealand and the Grabaseat brand. They wanted to inspire people to look beyond the price point when travelling, and to be spontaneous.

The Journey

The Grabaseat team already had an existing suite of videos within the Grabarandom series that weren’t performing very well and they knew that they could be making more of an impact.

They approached Eyes and Ears and asked us to help come up with ideas to revitalise the series.  We recommended the use of humour and a presenter, which are now key features throughout the Grabarandom series. The concept developed utilises a host at the start of the video to set the tone and find the “Randoms” and from there, the video is a high-paced collection of humorous and uniquely Kiwi tourist experiences, lived by real, relatable, random pairs.


Even with long shoots over many days, the Eyes and Ears team are good company and are never stressed, even under pressure.

Andrew Davidson – Brand and Marketing Manager, Air New Zealand Grabaseat

The Desired Outcome

They wanted people to feel inspired, to visualize what they can see and do in locations around New Zealand. They also wanted to highlight how simple and easy it is to be spontaneous, to see a good deal and know an adventure or getaway can easily be done in a short amount of time, like a weekend. The ideal outcome was to have viewers watch the video and say “Why not?!”

The Result

So far we have created 16 videos and growing, Average views sit around 226,181, with an average engagement of 1631 per post.

Yes – people started to engage on posts and talk. “Our posts got a lot of people tagging other people in and were amazed, as they did not know they could do it”.