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CODEWORDS
Role
Visual Designer/Typographer
Project type
Campaign
Date
2022
Link
Client
New Zealand Defense Force
Proving that bonds run deep in the Navy, Army and Air Force
Post pandemic, now more than ever, young people are searching for connections. RUN DEEP is a fresh creative platform designed to show the tight bonds forged by extraordinary experiences in the Navy, Army and Air Force. To prove it, we kicked things off with CODEWORDS. Unexpected words that unlock the deepest of mateships in the NZDF.
CODEWORDS appear in cinema, as thumb-stopping social teasers and on OOH across the country – scanning or tapping each CODEWORD instantly unlocks the full story on the website.
In all, 15 CODEWORDS uncover 15 crazy deep bonds between mates. The campaign steps away from traditional recruitment advertising and focuses on our audiences’ need for authentic connection – giving them a new and refreshing perspective on what it means to be in the NZDF.
Results:
Highest ever Tik Tok engagement for a government campaign: 1,300% above benchmark
9.11% CTR
Registrations: +66%
Web conversion rate: +99%
Average time on site for engaged viewers: 7.5mins
