Advertising Effectiveness Winner:
Electoral Enrolment Centre
Agency: Impiric (formerly Wunderman Cato Johnson)
1999 Electoral Enrolment Campaign
The task: To motivate 91% or more of all New Zealanders 18 years plus to enroll to vote in the 1999 General election.
The trouble was the public's attention seemed fixed on anything but the elections, especially major sporting events including the Rugby World Cup, World Netball Championships and the build up to the America's Cup. Research also showed perceptions of the political process, even under the new MMP regime, of mistrust, cynicism and apathy had increased.
With the campaign period running from...