Messy middle
How psychology triggers helped drive clicks in a crowded sky
Air New Zealand
Services
Performance
The Challenge
For Kiwi’s, Air New Zealand is a household name but in the US it’s a challenger up against fierce local carrier loyalty, and ultra-low fares.
To compete, Air New Zealand needed to shift behaviour at the most critical stage of the consumer journey: the final booking.
Our task? Prove search alone could drive bookings by delivering a 10% uplift in CTR and a 10% uplift in direct bookings.
The Solution
We made Air New Zealand’s search ads psychological nudges, using AI powered responsive ads to dynamically serve behavioural science-led messages, we reduced traveller anxieties, simplified choices, and optimised conversions.
Results
This psychology-based search strategy overdelivered against KPIs.
+18ppt CTR uplift (vs 10% KPI)
+27ppt Bookings uplift (vs 10% KPI)
The success of this strategy has seen it replicated and adopted as a gold standard across international markets, including Canada, Australia, and New Zealand.
