Project
overview

Trade smarter, Shop smarter online. 

Project Overview:
Our job: As part of a multi-faceted integrated campaign, we were tasked with planning, creating, and delivering a creative solution that would educate and empower New Zealand consumers and businesses to engage in safe online transactions. The campaign aimed to build awareness around cyber security practices and offer practical resources that drive safe online behaviors for both buyers and sellers.

The challenge was to devise a unified creative concept that resonated with both consumer and business audiences, while clearly articulating the risks and solutions within the digital environment. The outcome was a comprehensive campaign, leveraging both paid and unpaid media to reach our diverse audiences across multiple platforms, resulting in measurable reach, engagement, and increased awareness.

Key Deliverables:
The campaign involved a range of deliverables, including:

• Campaign landing pages

• Digital advertising assets

• Social media content

• Video/TV advertisements

• Native content/editorial

• A partner pack including resources and downloadable assets

• Engaging visuals for digital channels

Creative Concept & Execution:
Our creative approach centered on a cohesive visual and messaging strategy that communicated both sides of the online security story. The concept explored how consumers and businesses could work together to create a safer digital environment. The visuals featured clean, modern design with contrasting tones to clearly differentiate between the two core audiences, ensuring each brand's identity remained prominent—while maintaining synergy across the messaging.

For the consumer side, the focus was on making cyber security approachable and actionable. This meant translating complex concepts into clear, easy-to-understand visuals that demonstrated simple steps for consumers to follow, such as securing online accounts, protecting privacy, and ensuring safe payment methods.

On the business side, we showcased practical steps businesses could take to protect customer information and maintain a secure online presence. Key messages included using HTTPS, preventing security gaps with automatic updates, and the importance of regular backups.

Brand Identity & Synergy:
One of the most important aspects of this project was ensuring that both Consumer Protection and CERT NZ were represented authentically, while maintaining the integrity of their respective brand identities. For Consumer Protection, the messaging focused on consumer rights and safe buying practices. For CERT NZ, the emphasis was on cyber security, offering clear and actionable advice for businesses.

While the creative needed to work for both audiences, we ensured each brand was visually distinct, employing CERT NZ's established blue and charcoal color palette, while keeping the message of "Cyber Smart" relevant and engaging for both parties.

Impact & Results:
The campaign’s success was measured through key performance indicators, including:

• Media performance metrics: reach, frequency, and click-through rates (CTRs)

• Consumer awareness and understanding, measured via qualitative surveys

• Increased traffic to the campaign landing pages, with high engagement on downloadable resources

• Uptake of partner resources across stakeholder channels, expanding campaign exposure

Through the careful combination of targeted media, engaging design, and a focus on education, the campaign helped position both brands as trusted partners in the online safety space.

Company: Capiche Design

Client: CERT NZ and Consumer Protection

Position: Creative Lead

Project: Advertising campaign, Digital

Role:  Creative strategy, concept development, illustration, art direction of all assets