Te Whatu Ora - How To Do Nothing

opportunity

FCB, Lets Play Live and Te Whatu Ora joined forces to create the Lowdown’s How to Do Nothing campaign, a multi-channel initiative supporting rangitahi with wellbeing, identity, culture and mental health. They asked us to develop a gaming integration extending the campaign’s core idea that even ‘doing nothing’ with a mate who’s feeling down is enough.

execution

We created a real-life replica of a gaming scene from the campaign TVC, with a series of livestreams on Twitch featuring influencer Johnny Tuivasa-Sheck hanging out and gaming with his mate Will. Viewers engaged directly via Twitch chat and every 20 minutes a bot directed anyone needing support to the Lowdown website. 

We created original display ads, gifs and a TVC and placed them on Twitch gaming livestreams, Maori Television and Sky Sport, EDM, Facebook and Twitter.

result

The integration exceeded targets across all channels.

It also picked up three Silvers at that year’s Beacon awards for Best Comms Strategy, Best Use of Insight and Best Use of Social Marketing.