Creativity

This Clever Geo-Targeting Campaign Reminds New Zealand Boaters to Wear Lifejackets

Campaign Geo-Fenced Over 9000 Miles of Coastline

By Alexandra Jardine. Published on May 10, 2016

Editor's Pick

To remind boat users to wear life jackets, Maritime New Zealand and FCB New Zealand developed a highly targeted campaign; it geo-fenced more than 9,000 miles of New Zealand's coastline and served people with ads once they crossed that barrier into the ocean.

Knowing that boaters are on their phones capturing photos and checking weather conditions, the "Virtual Coast Guard" targets them via ads on mobile apps and websites to serve them a reminder to wear their life jacket.

According to the agency, 84% of all water-related fatalities in New Zealand over the last 10 years involved people not wearing life jackets. FCB also says the ads had an engagement rate 700 % higher than land-based messages, and that, year on year, there has been a 60% reduction in boating fatalities.

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About

Credits

Date
May 10, 2016
Agency:
FCB New Zealand
Client:
Maritime New Zealand
Regional Executive Creative Director:
James Mok
Executive Creative Director:
Tony Clewett
Creative Services Director:
Jenni Doubleday
Creative:
Freddie Coltart
Creative:
Matt Williams
Head of Craft:
Nick Smith
Studio Director:
Simon Pengelly
Head of Content:
Pip Mayne
Head of Account Services:
Matt Scott
Head of Strategy:
Rufus Chuter
Media Manager:
Hilary Barrett
Media Buyer:
Rebecca Leyland
Digital Director:
Steph Pearson
Digital Campaign Manager:
Rohan Prasad

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