ONE Asia Creative Awards
ONE Asia Creative Awards celebrates the best creative work of the year from the Asia Pacific region. Formerly known as the One Show Greater China Awards, which was founded in 2014 by The One Club for Creativity, the awards were established because of the tremendous growth and evolution of creativity in the Asia Pacific market. It presents an unparalleled level of prestige and honor for creatives, designers and innovators in the region. The awards are a fusion of culture where East meets West that brings the creativity of the region to the global stage.
Category
Small Budget
Annual ID
OSA21_CE004B
Only 1 in 10 New Zealanders living overseas voted in their own election.
With roughly 1 million Kiwis abroad, that’s a lot of people not having a say. So, in the 2020 election, with a micro-budget of only NZ$12,000 nonpartisan initiative Every Kiwi Vote Counts set out to convert non-voters.
While the Electoral Commission spends $6M to reach domestic Kiwi (1.2M per 1M voters), we had the equivalent of 1% to reach our 1M overseas Kiwi.
So how do you mobilize millions around the world, on a micro-budget?
You challenge them to MEDDLE IN THE NEW ZEALAND ELECTION, with a guy called Viktor. Of course.
Now, say what you want about Russia and their influencing of other countries’ elections, but you’ve got to admit, those meddlers damn well get results!
So, we turned to the experts in online election influencing. Viktor, the Russian led a campaign asking Kiwis to ‘Meddle in the New Zealand election’. He targeted overseas Kiwis on social, through PR and outdoor in heavily Kiwi-populated cities, constantly sending people to his website to vote.
And like any good meddler, he got the job done.
We reached 382K – 1 in 1.25 overseas Kiwis – on social, with our media micro-budget of $12,000.
We garnered over 80 million global impressions, and generated NZ$525,000 worth of earned media.
We contributed to the highest ever turnout of overseas voters, with an remarkable increase of 42%.
And overseas voters disproportionately contributed to a historic Māori Party seat gain and the largest shift in electoral seats since 1999.
“This undoubtably mobilized resident overseas voters” – The New Zealand Electoral Commission
This campaign proved that even with a small budget, culturally relevant and provocative ideas can not only galvanize people, but help shape the course of history.
With roughly 1 million Kiwis abroad, that’s a lot of people not having a say. So, in the 2020 election, with a micro-budget of only NZ$12,000 nonpartisan initiative Every Kiwi Vote Counts set out to convert non-voters.
While the Electoral Commission spends $6M to reach domestic Kiwi (1.2M per 1M voters), we had the equivalent of 1% to reach our 1M overseas Kiwi.
So how do you mobilize millions around the world, on a micro-budget?
You challenge them to MEDDLE IN THE NEW ZEALAND ELECTION, with a guy called Viktor. Of course.
Now, say what you want about Russia and their influencing of other countries’ elections, but you’ve got to admit, those meddlers damn well get results!
So, we turned to the experts in online election influencing. Viktor, the Russian led a campaign asking Kiwis to ‘Meddle in the New Zealand election’. He targeted overseas Kiwis on social, through PR and outdoor in heavily Kiwi-populated cities, constantly sending people to his website to vote.
And like any good meddler, he got the job done.
We reached 382K – 1 in 1.25 overseas Kiwis – on social, with our media micro-budget of $12,000.
We garnered over 80 million global impressions, and generated NZ$525,000 worth of earned media.
We contributed to the highest ever turnout of overseas voters, with an remarkable increase of 42%.
And overseas voters disproportionately contributed to a historic Māori Party seat gain and the largest shift in electoral seats since 1999.
“This undoubtably mobilized resident overseas voters” – The New Zealand Electoral Commission
This campaign proved that even with a small budget, culturally relevant and provocative ideas can not only galvanize people, but help shape the course of history.
2021 Awards
Total Points: 6
Bronze Award
Credits
Agency
Special / Auckland
PR / Marketing Agency
Poem
Production Company
Sweetshop
Chief Creative Officer
Tony Bradbourne
Chief Strategy Officer
Rory Gallery
Director
Damien Shatford
Director of Photography
Adam Luxton
Editor
Luke Haigh
Executive Creative Director
Lisa Fedyszyn
Jonathan McMahon
Executive Producer
Ben Dailey
Kate Roydhouse
Photographer
Troy Goodall
Social Media Manager
Angus Roberts
Intermediate Art Director
Till Dittmers
Intermediate Copywriter
Jack Gravatt
Senior Producer
Sally Lankshear
Jo Kelly
Social & Brand Strategist
Daisy Conroy-Botica
Social Media Strategist
Brogan Lipman
Account Director
Bonnie Shum
Colourist
Dave Gibson
Creative Design Director
Heath Lowe
Graphics
Hamish Kuka
Managing Partner
Michael Redwood
PR
Erica Llorico
Matt Holmes
Strategic Lead
Tracey Lee
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