New Zealand’s Trade Me Property has teamed up with Because ANZ to launch the inaugural People’s Choicest Awards, which celebrates how Kiwis live and crown the country’s best.
The auction and classifieds site and brand activation agency developed the competition featuring its seven categories – Choicest Suburb, Playground, Bush (shrub or tree), Dairy, Public Toilet, Landmark and Local Legend – recognising Aotearoa’s hidden gems, quirky and fun local landmarks and unique characters that make local neighbourhoods special.
Gavin Lloyd, Trade Me Property customer director, said: “The People’s Choicest isn’t about the poshest suburb, fanciest school or best cafe – it’s about the magic and joy that can be found right outside our front door, all around the motu (island).
“At Trade Me Property, we know that home isn’t just about where you sleep; it’s about how you live. By highlighting some of our most-loved local icons, we hope to inspire Kiwi to imagine new possibilities for how they could live, with every street, suburb and region having potential.”
Corinna Homer
As part of the multi-phased campaign, Because secured actors, comedians and popular influencers Harrison Keefe and Nepia Vaeau Takuira-Mita, known for their viral ‘come vibe with us’ dance videos, to embark on a nationwide tour in January, where they will visit finalists and create hilarious and engaging content to drive online voting.
The agency we are also leading the content creation, talent management and logistics, culminating in a surprise and delight event for the winning category – and bringing the community together to celebrate.
“This campaign has been an absolute joy to bring to life because it’s all about celebrating the quirks and charms of Kiwi living,” Corinna Homer, business director NZ at Because, said.
“From the best bush to the top public loo, The People’s Choicest Awards are as uniquely Aotearoa as it gets. We’re thrilled to partner with Trade Me Property to highlight what makes our communities special, and we can’t wait to see the nation get behind their local legends and hidden treasures.”
Shelley Smith, Trade Me Property, head of marketing added: “We know from recent research that after a tough year, amid all the economic doom and gloom, people are ready for brands to be playful and have a bit of fun. The People’s Choicest aims to provide a glimpse of how Kiwi live through discovery of the charm in their own backyards.
“We understand for many Kiwi home ownership is part of a longer-term plan, so we hope to inspire that journey by celebrating how we live in Aotearoa and encourage them to dream-scroll Trade Me Property.
“From curating the categories to managing the tour and final celebration, every detail has been crafted to engage, entertain, and bring people and their towns together. Working alongside Because, we have built a campaign that will highlight some of our most-loved local icons, inspiring Kiwi to imagine new possibilities for where and how they could live.”
Nominations for Trade Me Property’s People’s Choicest awards are open now until 29 December. Voting will begin in mid January with winners and celebrations will start from February.