The New Zealand general election is traditionally a dry affair, a discussion point reserved for those who are tuned in politically. A notable trend during the 2017 election was that only 65% of people aged 18 to 24 were enrolled to vote – the lowest of any demographic, and very low in comparison to the New Zealand average. For the previous election, 125,000 of those 18-24-year-olds who were enrolled to vote opted out at the last minute. By contrast, 97% of New Zealanders over the age of 55 are enrolled to vote.


Young adults in New Zealand are the lowest demographic to be enrolled and vote. We wanted a way to engage, excite and educate them on the policies and importance of them having their say in the election.


Based on this brief, Battle to the Beehive was developed, a gaming platform designed to drive more engagement in the election among the nation’s younger voters. By conveying political battles in gaming lingo, Battle to the Beehive helps remove the stigma around political education. It helps users better understand the electoral process, the parties, and the politicians who fight against ‘policy monsters’ – policies including transportation, global warming, housing, the economy and education.

We worked with VICE – the media of choice for young people and a champion of youth engagement – to launch Battle to the Beehive via online, social media, PR and direct marketing.


Prior to the election we were able to engage over 20,000 people within the targeted demographic and successfully predict the election outcome based on candidate engagement.

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