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The Infrastructure Commission of New Zealand, Te Waihanga, are a government agency specialising in the current and future states of infrastructure in Aotearoa. Infrastructure is more than just roads and pipes, it affects the housing market, climate, public services and so much more.
Te Waihanga asked us to develop a full campaign strategy from creative concepts and production, to full media planning and optimisation. This was to encourage New Zealanders to ‘Have Their Say’ in the Aotearoa 2050 infrastructure vision.
With low brand awareness and Kiwis often reluctant to spend time voicing their opinions - driving successful and insightful engagement was no easy task.
Our challenge: how could we encourage Kiwis to care about the state of Aotearoa in 2050 and get them to open up and have their say, without the look and feel of the government?
To really get insightful feedback, helping to develop the Aotearoa 2050 infrastructure vision, we required at least 5000 Kiwis to open up and have their say. Often a reluctant bunch to spend time engaging with serious topics - we needed to use data driven insights to pin point the topics that got Kiwis passionate about the future of our infrastructure.
Reason's approach was centred around “Getting Ahead, Getting Ready and Getting Around” – we sought to find a message that best drove action and tested multiple messaging & creative themes across a range of traditional and online media channels, moving our budget fluidly based on performance as we learned.
It was no surprise that traffic and public transport got the masses fired up and ready to shed light on what they felt could help build us all a better Aotearoa.
Our messaging strategy: Help build a better Aotearoa.
Reason pulled out all the stops integrating its capabilities across content and brand strategy, production and media planning/buying.
To start with we needed a non government brand to promote our media from. After ideation and development, Aotearoa 2050 was the perfect output.
We landed on three key themes for testing, all of which included a variety of assets with different messaging.
To ensure thorough and accurate testing, we also built a creative testing framework for our digital channels.
We ran ads across core digital channels; Facebook, Instagram, Display, YouTube, MetService and Video.
We also ran relevant traditional media (radio and print) to help push the message in higher reaching / contextual environments, plus capturing Kiwis who may not necessarily spend time online.
Creative and budget were rotated throughout the campaign to shift the performance dial, ensuring spend was maximised in the areas that were performing best.
No Kiwi is the same, so we wanted to deliver a more regional focused approach – therefore giving us the opportunity to talk to all Kiwis, in a more approachable and relatable tone.
We developed video and social content talking to both urban and regional New Zealand, using regional data from initial engagement.
Also, it was important to include translated content in Te Reo Maori, Mandarin and Hindi.
Through ongoing analysis, optimisation and data driven creative, we were able to help Te Waihanga achieve their stretch goal of 20,000 responses with a staggering 23,568. Not only did our results back up our media approach, but also how Te Waihanga can start framing up the Aotearoa 2050 vision based on public feedback.
Reason were able to deliver meaningful insights on what worked, what didn’t work, and recommend actions for The Infrastructure Commission / Te Waihanga for subsequent consultancy campaigns.
