In collaboration with Special Group, we delivered a brand campaign for ENZ to shake up an overcrowded market and show students overseas why an education in Aotearoa New Zealand is uniquely valuable.
There’s a lot of choice for students overseas who want to move away from home to further their education. This presents challenges for organisations like Education New Zealand, who promote a New Zealand education to the world. On top of the always-competitive international education market, the number of international students in New Zealand was rising slower than hoped as recovery from the Covid-19 pandemic continued. How could we help ENZ attract students to Aotearoa and stand out from the many countries vying for their attention?
Messaging and visual storytelling for education was falling into an old trap. Almost every country emphasised ideas of self-realisation through education and used emotive montage to show contented students exploring the institutions, cities and landscapes of their new homes.
Bolstered by ENZ’s audience research and their desire for an authentic connection with students, we devised a completely new approach to storytelling for this category — a frenetic, exciting, first-person view of the learning that happens through new experiences and relationships as well as formal education in Aotearoa New Zealand. The campaign, called Learn New Every Day, spans pre-roll video, social media, digital ads, and out of home platforms around the world, and transcends language barriers by celebrating the unique yet universally-relatable delight of exploring new ideas, people, and places every day.
Learn New Every Day engages students in the extraordinary moments that can happen in an ordinary day when learning in New Zealand. This inventive and authentically-Aotearoa campaign is rolling out around the world now, and is sure to show students, parents, and education agents that the experience and knowledge you can gain in NZ is beneficial in ways no other place or people can promise!