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Category
Creative Effectiveness / Non-Profit / Charity
Annual ID
OS_CE21_028M
About the Work
In 2016, Russia successfully influenced the outcome of America’s presidential election by targeting major social media platforms in order to sway voters.
So, when non-partisan initiative Every Kiwi Vote Counts set out to encourage the dismally participating one million Kiwis who live overseas to vote in New Zealand’s 2020 election, we turned to the experts in online election influencing.
Yes, we turned to the Russians.
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The creative solution: A call for overseas Kiwis to MEDDLE IN THE NEW ZEALAND ELECTION
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On 30 September 2020 (as voting opened), our spokesperson, Viktor, kicked off a social-led campaign on Facebook and Instagram, urging overseas Kiwis to “Meddle in the New Zealand election”, explaining that the process was easy, “No need for a sneaky VPN.” Viktor highlighted that - as 20% of the population - their votes could have “some serious sway.”
Then, every day for 18 days, until election day, Viktor posted videos about how he “planned to hack away to convince overseas Kiwis to vote.” Social posts were promoted among expat and repat global Kiwis and the Facebook pages they were most likely to frequent - like “Kiwis in Australia” and “Kiwis in London”, which had a combined 100K followers.
Launching in tandem was PR, with “Kiwis are being urged to Meddle in the New Zealand Election” never failing to draw attention. Viktor even appeared in mobile billboards in heavily Kiwi-populated cities like London, to capture attention.
All posts and press linked to our website, EveryKiwiVoteCounts.co.nz. Using a utilitarian grid we merged Viktor’s edgy tone with punchy, fact based graphics and links to the government voting site. And like any good Russian meddler, Viktor got results - with the highest turnout on record and overseas resident votes increasing by 42%.
So, when non-partisan initiative Every Kiwi Vote Counts set out to encourage the dismally participating one million Kiwis who live overseas to vote in New Zealand’s 2020 election, we turned to the experts in online election influencing.
Yes, we turned to the Russians.
_
The creative solution: A call for overseas Kiwis to MEDDLE IN THE NEW ZEALAND ELECTION
_
On 30 September 2020 (as voting opened), our spokesperson, Viktor, kicked off a social-led campaign on Facebook and Instagram, urging overseas Kiwis to “Meddle in the New Zealand election”, explaining that the process was easy, “No need for a sneaky VPN.” Viktor highlighted that - as 20% of the population - their votes could have “some serious sway.”
Then, every day for 18 days, until election day, Viktor posted videos about how he “planned to hack away to convince overseas Kiwis to vote.” Social posts were promoted among expat and repat global Kiwis and the Facebook pages they were most likely to frequent - like “Kiwis in Australia” and “Kiwis in London”, which had a combined 100K followers.
Launching in tandem was PR, with “Kiwis are being urged to Meddle in the New Zealand Election” never failing to draw attention. Viktor even appeared in mobile billboards in heavily Kiwi-populated cities like London, to capture attention.
All posts and press linked to our website, EveryKiwiVoteCounts.co.nz. Using a utilitarian grid we merged Viktor’s edgy tone with punchy, fact based graphics and links to the government voting site. And like any good Russian meddler, Viktor got results - with the highest turnout on record and overseas resident votes increasing by 42%.
2021 Awards
Total Points: 3
Merit
Credits
Agency
Special / Auckland
PR / Marketing Agency
Poem / Australia
Production Company
Sweetshop
Art Director
Till Dittmers
Chief Creative Officer
Tony Bradbourne
Director
Damien Shatford
Director of Photography
Adam Luxton
Editor
Luke Haigh
Executive Creative Director
Jonathan McMahon
Lisa Fedyszyn
Executive Producer
Ben Dailey
Kate Roydhouse
Photographer
Troy Goodall
Social Media Manager
Angus Roberts
Writer
Jack Gravatt
Executive Design Director
Heath Lowe
Head of Strategy
Rory Gallery
Senior Producer
Jo Kelly
Sally Lankshear
Social & Brand Strategist
Daisy Conroy-Botica
Social Media Strategist
Brogan Lipman
Account Director
Bonnie Shum
Colourist
Dave Gibbson
Founder
Tracey Watkins
Graphics
Hamish Kuka
Managing Partner
Michael Redwood
PR
Erica Llorico
Matt Holmes
Strategic Lead
Tracey Lee
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