This piece of direct mail is one part of my major project I presented for my Honours degree last year. It expresses comparative advertising through using the 'personal space' individuals get when living in London compared to living in New Zealand.
To encourage my target audience to return home to NZ after living and working in the UK I wanted to hit them (aged late 20 - early 30 year olds) as they are not set in their ways in regards to settling down in the UK - they are still in that frame of mind where they are over in London working, may have found the 'one' and are considering whether to settle down in the UK with the money or in NZ with our way of life.
Using this 'kiwispace' term I have encouraged the fact that in New Zealand you have your own personal space and people respect it compared to being packed in like sardines in the UK. This emotional pull has been used throughout my whole campaign and uses a humourous yet straight-to-the-point kiwi tone that only New Zealanders will understand
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