Client

Statistics New Zealand

Work

Communication Consultancy, Brand Design, Website Design, Social Media Strategy, Digital Strategy, Digital Marketing for public education & engagement.

Brief

Statistics New Zealand is the custodian for all the country’s statistical data. The Statistic Act 1975 was long overdue for an overhaul. The government has a mandate to reach out, inform and call on the general public for submissions. Wonderlab took on the challenge: Engage and educate the general public on a legislation topic that is unfamiliar, uninteresting, and almost unintelligible.

The project

A tough nut to crack.

The goal

Find an interesting conceptual spin that triggers interest amongst the general public. Explain a complex problem in terms that are relatable on a day to day level. Provide a vehicle for feedback using web and social media channels including Facebook and Twitter.

The challenges

The government has to share and store quality, independent statistics for informed policy decisions. But the Act overseeing this didn’t even feature the word ‘data’. The public needed to know about this simply, quickly and cheaply so they had opportunity to reply.

The deliverables

A ‘kick-arse’ creative with a strong brand and catch-phrase. An online quiz ‘hook’ about the world of 1975 promoted via social media. A follow-through with integrated website, opinion poll and submission form. Various media tools coordinated for maximum engagement.

Outcome

We knocked it out of the park!

100 quizzes completed each day

Engagement was achieved from all across NZ.

Over 600 members of the public made contact

Multiple engagement tools were employed; formal submissions, online poll, texts and social media channels.

12 days from concept to completion

Wonderlab are used to tight deadlines and this was a goodie.

Working with Wonderlab was a no-brainer, based on the fantastic job they did for us on a previous campaign (2018 Data Summit). Despite a tight timeframe they were incredibly responsive and proactive. The resulting campaign was not only creative and engaging, it generated lots of positive feedback. It was a pleasure to work with such a talented, professional and capable team.

Claire LordSenior Communications Advisor, Stats NZ