Creative Brief – The Te Wa Heke festival represents Hutt City Councils activity in science, technology, and innovation, bringing together new and existing initiatives for our community, businesses, educators, and students. It is about being part of the community that works together to invent the future. Hutt City Council needed us to produce a high-level marketing strategy for the implementation of the festival as well as engagement and communications.
The Challenge – Te Wa Heke – Invent the Future. This name recognises that Lower Hutt needs to embrace innovation in many sectors to handle the big trends and disruptive technologies that will change the way they do things.
New technology is shaping the world and changing our daily lives. It has never been more important to keep up with the state of play, whether as a business, a city or as a member of the community. Hutt City Council recognised that Lower Hutt needs to embrace innovation in many sectors to handle the big trends and disruptive technologies that will change the way they do things. This would result in businesses developing and thriving, new businesses moving in, people having skills to support those businesses and a community that’s tech savvy, so Lower Hutt can make the most of all the fantastic things to come.
The Idea – The brand and name Te Wa Heke ‘Invent the Future’ paves the way for a more co-ordinated approach to showcase existing and new community activities in science and technology, positioning the Hutt City Council as being a leading place for science, technology and innovation. It represents the activity the Council undertakes in this area and being part of the community together.
We needed to inform stakeholders, mana whenua, the public and the next generation by providing a focus on benefits and outcomes such as what the future will look like, especially for generations that will be affected now and in the next 5, 10 and 20 years. We needed to provide timely and useful information on updates as they developed in an approachable and friendly way. It was all about community and support.
The Outcome – The messaging was delivered in the following ways, - Digital media, such as programmatic advertising over 30 of New Zealand’s most visited websites. Geo targeted campaigns on Stuff and Eventfinder as well as pre video rolls on ThreeNow. As well as the HCC website, Hutt@Heart website and the HCC Intranet. Social media with Instagram advertising. Print advertising in the local community paper.
There was also an out of home presence with Bus backs, SH2 billboard and digital notice boards. There was also ground decals placed in high foot traffic areas.
The overall CTR rate for the digital activity was 0.13%, which is above the average industry standard.
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