Trade Me Property People’s Choicest Awards

Celebrating community pride with a nationwide vote and one very choicest suburb

Client:

Trade Me Property

The brief

Trade Me Property came to us with a challenge: help them connect more deeply with Kiwis aged 25–60 — especially younger property seekers — by tapping into their ‘Open Endless Doors’ brand platform. The goal? Create a bold, immersive experience that would cut through, create chatter, and boost long-term brand preference.

Our curious spark

How do you connect a property platform with people who might not even be actively house-hunting? By leaning into something we knew they did love — their neighbourhoods. We sparked curiosity with a campaign that celebrated the best bits of Aotearoa, from playgrounds to public toilets, all leading up to the ultimate accolade: The People’s Choicest Suburb.
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Why this campaign matters

Buying and selling homes might be serious business — but that doesn’t mean your campaign has to be. This one brought heart, humour, and hometown pride to life. Across nominations, social content, influencer tours and a suburb-wide party, we helped Trade Me Property connect emotionally with the communities they serve.

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Activating curiosity and creativity

Create a cheeky awards campaign that put the spotlight on local gems — and got the whole country voting for their choicest bits of Aotearoa.

We took the People’s Choicest Awards from idea to nationwide celebration:

A custom landing page invited Kiwi to nominate everything from Choicest Playground to Choicest Bush. Finalists were then revealed and the nation voted, sharing their picks across social media and local radio.

Beloved influencers Harrison and Nepia hit the road to visit finalists, chat with locals, and create snackable content that brought the categories to life.

When Pāpāmoa was crowned Choicest Suburb, we threw a free suburb bash with food trucks, entertainment, and family fun.
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Our curious crew at work

From creative concept to content creation, talent management to on-the-ground logistics — we handled it all. We partnered with councils, got the media buzzing, and made sure every touchpoint sparked real joy and engagement.

Proof that curiosity pays off

Voting power

135,000+ votes across all categories

Incredible media coverage & social reach

20+ pieces of media coverage on major outlets like Seven Sharp, TVNZ Breakfast, and The Edge, and massive social reach via a 5-day influencer-led road trip.

Happy client

Campaign success has secured a future return — bigger and even choicier.

Lessons in curiosity

When you lead with curiosity and put real communities front and centre, magic happens. By asking, “What do Kiwi love about where they live?” — we helped Trade Me Property celebrate it, share it, and ultimately build stronger emotional connections with its future buyers and sellers.

Contact us

Curious? Us too.

Ready to unlock the full potential of your brand with a campaign Kiwis won’t stop talking about?

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