October 9, 2019
FAQ Bot Tohu encourages the world's international students to 'Ask New Anything'
Education New Zealand (ENZ) has launched a new global, digital campaign designed to appeal to prospective international students who are attracted to our inclusive and forward-thinking society.
The campaign, ‘Ask New Anything’, connects students interested in coming to New Zealand with real people who have personal experience with a New Zealand education, via video and chat.
It features students, parents and teachers providing unscripted answers to the questions that students really want to know about studying and living in New Zealand. The 100 video questions are determined by market research, Google search, social media questions and chatbot data. Tohu the chatbot is the centrepiece of this campaign - the technology through which prospective students can ask any question they want.
"Technologically, it is our most advanced campaign yet – we’ve looked to make it as interactive as possible,” Education New Zealand Chief Executive, Grant McPherson says.
Theta is ENZ’s chatbot partner – working alongside Special Group, Ghost Partners, OMD, Fuse, UMS and Voyage to develop and deliver this innovative, social-centric campaign. New enhancements to FAQ Bot have been key to delivering this campaign on Tohu, including advanced engagement flows, seamless web-to-chat integration and in-chat video. ‘Ask New Anything’ is the first campaign to be launched off the back of ENZ’s refreshed global brand positioning and platform.
"The campaign will help distinguish New Zealand education as high quality, uniquely practical and focussed on developing the student as a whole person,” McPherson says. “It also reflects our cultural norm of asking questions.”
International education contributed NZD$5.1 billion to the domestic economy in 2017/18 and was New Zealand’s fourth most valuable export sector.