Make the internet work for you: MBIE launches new integrated campaign via Motion Sickness

The Ministry of Business, Innovation and Employment’s Digital Boost initiative has released its new integrated campaign, developed by Motion Sickness, that encourages small businesses to upgrade their digital literacy and online presence.

Digital Boost has over 30,000 New Zealand small businesses using the platform and is looking to grow users exponentially by the end of September 2022.

Says Hilary Ngan Kee, head of strategy and partner, Motion Sickness: “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.

Make the internet work for you aims to help business owners make the most out of the digital economy. No two small businesses are the same, therefore each business requires different digital solutions to the multifaceted challenges of the online experience.

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.

Says Josh Hawke, head of media, Motion Sickness: “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 ABL campaign is live across TV, radio, outdoor, print and digital/social over the next 8 weeks with a supporting digital campaign running over the next 12 months.

Client – Ministry of Business, Innovation and Employment
Amanda Wayman – Principal Marketing and Communications Advisor
Tessa Mckegg – Communications and Stakeholder Advisor

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
Director’s 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