I am New aims to challenge students’ perceptions of New Zealand by increasing awareness of the country as a high-quality study destination
Under Education New Zealand’s refreshed brand — I am New — a new campaign Ask Anything New was launched. The campaign aims at students and challenge perceptions of the country by increasing awareness of the country as a high-quality study destination.
The main objective of the campaign is to challenge perceptions of New Zealand by increasing awareness of the country as a high-quality study destination. The campaign aims to achieve this by inviting our target audiences in 14 international markets to question what they know about New Zealand.
The key markets that will be reached by the campaign include India, Brazil, Colombia, France, Germany, Italy, Japan, Korea, Philippines, Thailand, the UK, US, Vietnam and Indonesia. The marketing activity and technology being used in this campaign includes:
Tohu the chatbot: It is the centrepiece of the Ask New Anything campaign as it represents the technology through which prospective students can really ask any question they want. It will be able to respond to 100 of the most frequently asked questions.
Facebook group: Should a question be asked that Tohu cannot answer, prospective students will be invited to join a Facebook group.
Instagram Live: A select group of Kiwi ambassadors will host a series of Instagram Live events designed and scheduled to suit the key international regions.
Campaign landing page: Tohu the chatbot will be the main focus of this page.
Social media: All of ENZ’s student-facing social media channels will be driving the campaign messages. Campaign content will be shared on Facebook, and YouTube and Instagram will feature strongly for both organic and paid media content.
Database marketing: Personalised email campaigns will be sent to members of the Study in New Zealand, My StudyNZ and NauMai NZ communities, and to anyone who signs up throughout the campaign period.