20 September 2019
Ask New Anything: ENZ's next global campaign
Launching in mid-October, ENZ’s global digital campaign 'Ask New Anything' is our most technically sophisticated campaign yet.
The 'Ask New Anything' campaign aims to challenge commonly held perceptions of New Zealand and increase awareness of the country as a high-quality study destination. It does this in a new and innovative way – by inviting audiences in 14 international markets to question what they know about New Zealand.
'Ask New Anything' will be the first time the refreshed 'Think New' brand has been widely used in digital channels. To read more about ‘I AM NEW’, see the E-News story ‘A brand NEW day’.
The campaign brings together ENZ’s digital insights, the refreshed brand and the Study in New Zealand chatbot Tohu, to give prospective students the answers they need to make an informed study decision.
The creative concept
Drawing on Google search data, China-specific insights and data from Tohu, we’ve pulled together a list of the most commonly searched questions about studying in New Zealand.
We put these questions to real international students, a New Zealand student, a teacher, a parent and an employer and recorded their responses in 100 unscripted videos.
As well as being used on YouTube, Facebook and other digital media, the videos will be available on demand in Tohu the chatbot (who can be found on the studyinnewzealand.govt.nz website, the NauMai NZ website and Facebook Messenger).
If asked a question it cannot answer, Tohu will direct prospective students to a new Facebook group or Instagram Live event, where they can ask current international students their questions in real time, delivering on the promise that you can 'Ask New Anything'.
In China, the campaign will use the most relevant questions for the market within WeChat and other local platforms.
ENZ Director Platforms and Campaigns, Euan Howden, says: “Harnessing our award-winning data and marketing platform, we're bringing the refreshed 'Think New' brand to life with a level of technical sophistication that we couldn't have dreamed of a year ago. I'm looking forward to seeing how audiences engage with this campaign, and how this affects their perceptions of New Zealand as their preferred study destination.”
Introducing the new brand
The campaign will be the first global digital showcase of the refreshed 'Think New' brand which positions our international education brand for success and defines quality by the ways we help students make their mark on the world. Additionally, the campaign captures New Zealand’s values of societal openness, transparency and manaakitanga.
ENZ Director Brand and Design, Kaylee Butters, says: “This is the most interactive campaign we’ve run to date. The involvement of our Kiwi Ambassadors and the direct connections enabled by the Facebook group and Instagram Live events really underpins the authenticity of the brand and puts our students right at the heart of the creative concept.”
To find out more about the campaign, and how you can leverage this activity in your own marketing, please click here. This webpage will be updated regularly throughout the campaign as new information and resources become available.