MBIE launches integrated campaign via Motion Sickness

AUCKLAND, Thursday: Motion Sickness has crafted new work for the NZ Government. The new campaign for the Ministry of Business, Innovation & Employment’s digital boost initiative aims to encourage small businesses to upgrade their digital literacy and online presence.

Digital Boost already has 30,000 small businesses using the platform – but needs more, says agency ECD Sam Stuchbury. “Make the internet work for you!”

Motion Sickness partner/head of strategy Hilary Ngan Kee said: “As small business owners ourselves, we wanted to acknowledge you don’t need to be taking over the world with hundreds of employees to be a success in your own right.

“In the same way, Digital Boost isn’t about trying to mould businesses into a cookie-cutter one-size-fits-all solution.

“The beauty of Digital Boost is that they meet you where you are, and will help you achieve what you actually want to achieve as a small business – even if that means just making life a little easier.”

“The campaign features real small business owners who are on their own digital journey. The cast of real small business owners are from around Aotearoa; each offering unique products and services – from alpaca breeders in the Far North, to custom casket builders in Tamaki Makaurau and LARPing (Live action role play) costume specialists in the Bay of Plenty.”

“With small business owners often being time-poor, and hard to get hold of, it was important to grab their attention in an overtly direct manner.”

Motion Sickness head of media Josh Hawke said: “In addition to the TV and digital rollout, a series of bespoke OOH and print took the message directly to digitally-reclusive small businesses.

“With small business owners often being time-poor, and hard to get hold of, it was important to grab their attention in an overtly direct manner.

“This took shape by activating outdoor placements with a message directly for them, right outside their place of work, morning commute and existing ads.

“Beyond attention, we’re quickly moving into the nitty gritty of motivating small businesses to sign-up.

“The economic conditions of an industry, relevant digital tools, their perceived barriers, and what their life and business goals may be, are just a few variables to consider when framing and delivering our messages.”

The campaign is live across TV, radio, outdoor, print and digital/social over the next eight weeks with a supporting digital campaign running over the next 12 months.

• Online video link
• Pre-roll #1 link
• Pre-roll #2 link

CREDITS

Client: Ministry of Business, Innovation and Employment
Principal Marketing and Communications Advisor: Amanda Wayman
Communications and Stakeholder Advisor: Tessa Mckegg
Agency: Motion Sickness
Executive Creative Director: Sam Stuchbury
Creative Director: Jordan Stent
Head Of Strategy: Hilary Ngan Kee
Business Director: Alex McManus
Senior Creative: Will Macdonald
Production Assistant: Freddy Riddiford
Graphic Designer: Josh Hart-vrijkotte
Account Manager: Priya Marshall
Head Of Media: Josh Hawke
Production Company: Motion Sickness
Director: Sam Stuchbury
Producer: Joseph McAlpine
DOP: Crighton Bone
Art Director: Dion Boothby
Wardrobe Stylist: Miranda Raman
Editor: Jolin Lee
Colourist: Billy Wychgel
Music: Danny Fairley
Sound Design: Bigpop Studios