New campaign targets $5.1 billion offshore students

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AUCKLAND, Wednesday: Education New Zealand enlisted the expert services of Special, OMD, Fuse and UMS to launch their new global digital campaign, designed to appeal to prospective international students “who are attracted to our inclusive and forward-thinking society”.

The campaign, Ask New Anything, connects students interested in coming to New Zealand with real people who have personal experience with a New Zealand education.

“The campaign showcases New Zealand’s innovative approach and our values of openness and manaakitanga,” ENZ ceo Grant McPherson says.

“It features students, parents and teachers providing unscripted answers to the questions that students really want to know about studying and living in New Zealand.

“The 100 video questions are determined by market research, Google search, social media questions and chatbot data. The responses can be found on ENZ’s Study in New Zealand platforms, including Tohu the chatbot, Facebook, and WeChat. 

“Technologically, it is our most advanced campaign yet – we’ve looked to make it as interactive as possible,” McPherson said.

“International education contributed $5.1b to the economy in 2017/18 and was NZ’s fourth most valuable export sector.”

ENZ worked with several agencies in the development and delivery of the campaign – including Special Group, ENZ’s ‘Think New’ brand refresh partner who were also responsible for the creative strategy; Ghost Partners who developed the customer journey and user experience; OMD, Fuse and UMS who together were responsible for media activation; Theta ENZ’s chatbot partner (using FAQ Bot); Voyage, ENZ’s website developers; Roar Content who are ENZ’s content partner and SpeakData ENZ’s campaign data services partner.

“We’re not broadcasting a message to students; we’re asking them to start a conversation, putting prospective students themselves at the centre of the campaign,” said Special Group Auckland creative & digital director Stu Mallarkey.

“On the surface this is a beautifully simple idea, but underneath it’s technically very complicated.”

The social-centric campaign utilises new and emerging channels such as Zhihu and fully utilises ENZ’s chatbot Tohu.

The campaign will also include Instagram Live sessions where current international students will answer prospective students’ questions in real time.   

Ask New Anything is the first campaign to be launched off the back of ENZ’s refreshed global brand positioning and platform.

“This will help distinguish New Zealand education as high quality and focussed on developing the student as a whole person,” McPherson says.

“It also reflects our cultural norm of asking questions.”

International education contributed NZ$5.1 billion to the domestic economy in 2017/18 and was New Zealand’s fourth most valuable export sector.

More here:


Brand strategy + creative: Special Group NZ
Customer journey + user experience: Ghost Partners
Social media strategy + execution: Fuse
Media strategy + execution: OMD Group (including OMD, Resolution and Annalect)
China campaign strategy and partner: UMS
Chatbot partners (using FAQ Bot): Theta
Campaign landing page developers: Voyage
Campaign data services partner: SpeakData
Campaign content partner: Roar

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