Battle to the Beehive Vice
The NZ general election is traditionally a dry affair and a discussion point reserved for those politically tuned-in. A notable trend in 2017 was that the under 24’s enrolled to vote was sitting at only 65%, (the lowest of any demographic and very low in comparison to the New Zealand average). Even those that were enrolled, were opting out and disengaged. 125,000 enrolled 18-24 year olds opted out of voting last election.
It was from this brief that we, alongside Heyday developed Battle to the Beehive. Battle to the Beehive provided an unassuming gaming platform for a youth audience to engage with the election, enrolment and politics altogether. Removing an existing stigma around political education and buying youth a ticket to the electoral conversation by conveying political battles in gaming language, the gamification of electoral content explored the electoral process, the parties and the politicians who fight against ‘policy monsters’, including transport, global warming, housing, the economy and education
J Walter Thompson and Heyday combined to create the entire gaming experience in-house and partnered with VICE, the media choice of young people and perfect champion of youth engagement to launch Battle to the Beehive via digital out-of-home, digital display, social media, PR and eDM marketing.