Going Digital — from analogue to digital TV in 3 years

Going Digital was a three-year nationwide campaign that needed to reach every household as analogue TV was progressively switched off and New Zealanders were to converted to digital TV. Resonating and engaging with diverse stakeholders was vital and Moxie, the lead agency for the project, worked hard to understand the potential barriers so that we could provide the best information delivered across multiple channels that included print, online, outdoor, direct mail, community engagement and even via a dog suit! By December 2013, post switchover research showed 98% of households were watching digital television – up from a pre-programme launch base level of 61% in 2010. Going Digital’s marketing campaign won a Gold Quill award from the International Association of Business Communicators in 2013, and a Silver Media Award for the ‘Most Effective Campaign’ from the Communication Agencies Association NZ (CAANZ) in 2013. It was also a finalist (in 2012 and in 2013) in the Public Sector Excellence Awards run by the Institute of Public Administration New Zealand (IPANZ