Education New Zealand aims to answer the tough questions

Education New Zealand has shinned the light on some of the joys of studying on our shores with the help of Special Group. The campaign message encourages potential international students to ‘Ask New Anything’, as they hear the benefits of studying in New Zealand from past students. 

The Education New Zealand (ENZ) ‘Ask New Anything’ profiles current students, teachers and parents, who talk about the inclusive and forward-thinking society we have as a country, especially towards our students. Yet international studiers, most who come from halfway around the world, will be full of questions – questions which ENZ is available to answer. 

The campaign features students, parents and teachers providing unscripted answers to the questions that students really want to know about studying and living in New Zealand. There are 100 questions that have been determined by market research, Google search, social media questions and chatbot data.

The responses can be found on ENZ’s Study in New Zealand platforms, including Tohu the chatbot, Facebook, and WeChat. 

ENZ chief executive officer Grant McPherson, says the campaign is its most interactive yet, and will hopefully generate a lot of conversation for overseas visitors. 

“This will help distinguish New Zealand education as high quality and focussed on developing the student as a whole person,” he says. “It also reflects our cultural norm of asking questions.”

The campaign was created by Special Group alongside wider partnership agencies, with creative and digital director of Special Group Stu Mallarkey saying the beautifully simple idea was a very complicated task. 

“We’re not broadcasting a message to students; we’re asking them to start a conversation, putting prospective students themselves at the centre of the campaign.”

Earlier this year, Education New Zealand took home the bulk of the awards at the 2018 NZDM Awards, including the Grand Prix, Nexus Supreme and The Keith Norris Director Marketing Organisation of the Year Award. 

The wins were for its investment in the ‘Study New Zealand Database Marketing Program’, ‘Future Proof Yourself in New Zealand’, and the ‘My StudyNZ Member Website’ that have been called “a game-changer” for New Zealand’s education providers in the competitive international student market.


Special Group – Brand strategy + creative

Ghost Partners – Customer journey + user experience

Fuse – Social media strategy + execution

OMD Group (including OMD, Resolution and Annalect) – Media strategy + execution

UMS – China campaign strategy and partner

Theta – Chatbot partners (using FAQ Bot)

Voyage – Campaign landing page developers

SpeakData – Campaign data services partner

Roar – Campaign content partner

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