Consumer came to us looking to increase awareness. They found existing perceptions of the brand restricted them to testers of white-ware, creators of reports, and a magazine – perused mainly by an older demographic.
Broadening these attitudes meant addressing the issue head on. Education was key so we structured our campaign around the interesting and diverse range of work Consumer NZ does, all as a not-for-profit. To reflect Consumers own relentlessly questioning approach, messaging was devised as a series of questions and answers.
We developed a bold but playful visual style that Consumer could own, and then rolled this out across various digital channels. Display and rich media interactive banners encompassing a range of topics – health & beauty, supply-chain visibility, sneaky sales tactics and more – encouraged the audience to find out more if the subject resonated.
Out of home mall screens placed Consumer’s stories in a meaningful context, while social media played an important role in reaching the (younger) targeted audience and even driving conversions.