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case study
World first media innovation to inspire financial help-seeking.
Project Description
Most people have a money question they’re too embarrassed to ask; to release this help-seeking handbrake we showed that even the smartest people on the planet don’t know everything about money by posing kiwi money questions to The Chasers on global smash hit The Chase.
KEY Outcomes
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Increase in site visitation
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Increase in new site visitors
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Lift in site engagement
The Challenge
Sorted.org.nz is the consumer website of Te Ara Ahunga Ora Retirement Commission. It’s a trusted source of free, impartial, and independent financial information for New Zealanders.
Together was tasked with increasing site visitation and engagement, but research showed that people’s insecurities about money were holding them back from visiting the site and seeking help.
The Solution
To overcome this we showed that even the smartest people in the world don’t know everything about money, in a world-first partnership with hit TV quiz The Chase. In a first of its kind collaboration we posed NZ money questions to a Chaser within the NZ broadcast of The Chase, making people realise that they weren’t alone in having money questions.
The Result
This breakthrough media innovation drove huge volumes of new and existing users back to Sorted to engage with the resources there.
Site visitation grew 30%, new site visitors increased 39% and site engagement lifted 31%
“The innovative media-driven approach was a fantastic success, generating huge consumer attention and action.”
Head of Marketing, Te Ara Ahunga Ora Retirement Commission
