New Zealand has some of the highest rates of bullying in the OECD. To tackle this FCB and the Ministry of Education developed a campaign targeted at children during their transition to primary school.
By combining a classic storybook format with the interactive possibilities of digital media, we immersed children and their families in the animated world of ‘Oat the Goat’. Set from the perspective of a bystander, the reader was empowered to become involved in the decisions faced by the main character ‘Oat’ when he encountered bullying.
With all five of New Zealand’s bank notes due for a refresh, it was important to educate the New Zealand public on the need for new notes and highlight the importance of the new innovative security.
Our objective was to design an experience that would create trust with the New Zealand public and showcase The Reserve Bank of NZ’s innovative and forward thinking approach to future proofing our kiwi currency.
With people being so used to the tactile experience of holding notes, the challenge was to design an interactive experience that was both memorable and engaging.
The design would entice New Zealanders to re-examine the historical and cultural points of interest on their bank notes and appreciate their importance alongside the technology – to see the new notes as a cohesive whole.
This interactive experience used innovative design thinking to create an educational platform and helped shift perceptions, getting people to think beyond just the monetary value of the notes.
We identified 28 different demographic and psychographic buyer groups. We itemised their specific barriers and motivations to purchase and matched them to 14 different Tiguan proof points.
This meant fitting the Tiguan to the buyer, not the buyer to the Tiguan and reconciling industry tensions of personalisation and scale. So we created an NZ-first programmatic dynamic video solution.
We identified 28 different demographic and psychographic buyer groups. We itemised their specific barriers and motivations to purchase and matched them to 14 different Tiguan proof points that could deliver. The result was 1,250 unique digital ads and Volkswagen’s most successful campaign to date.