Codewords
Unexpected words that unlock the deepest of mateships
New Zealand Defence Force
Creative Director
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Best Awards
2x Silver Pins
1x Bronze PinBeacon Awards
2x SilverEffies
1x Silver
1x BronzeMonocle Magazine
Featured article
TikTok’s most successful government campaign in Australasia ever, with 13x average engagement.
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Highest ever TikTok engagement for a government campaign: 13x benchmark
9.11% CTR
Registrations: +66%
Web conversion rate: +99%
Average time on site for engaged viewers: 7.5mins
Post pandemic, now more than ever, young people are searching for connection. But they didn’t see a place for themselves in New Zealand's Defence Force. It represented a loss of identity. A place where they wouldn’t belong. Fuelled by Hollywood, their parents, and assumptions.Reality is, NZDF can help them forge bonds like nowhere else. We needed to show that the connection our audience was seeking could be found there in spades.Enter CODEWORDS: unexpected words that unlock the deepest of mateships in NZDF.We showcased the strength of bonds in NZDF, by feeding pairs of mates a word only they would recognise live on camera – sparking real, emotional, funny, epic shared stories.The CODEWORDS were then teased to our audience across OOH, Tik Tok, and Cinema to discover their unexpected origins. Wrapped in a vertical first campaign fit for how our audience consume content, CODEWORDS gave our audience an unfiltered insight into the depth of connection that life in NZDF could offer – and the extraordinary experiences that forged them.
The codewords were teased across TikTok and outdoor. Getting our our audience tapping and scanning to discover the stories behind them.
Every tap or scan instantly led them to discover the stories through a bespoke mobi-experience at codewords.nz. Where they spent an average of 7.5mins on site.
