Case Studies

Nobody's Faster Than Disaster - Lifejacket Campaign

 

     Advertiser:  Maritime NZ and Rebel Sport
     Campaign date:  1st - 14th December 2016

 

Background

For two weeks in December, New Zealand’s preeminent
news media publishers collaborated to deliver a multimedia campaign for Maritime New Zealand and Rebel Sport across all of their platforms.

The ‘Nobody’s Faster Than Disaster’ news media campaign was built on Maritime's existing creative and demonstrated the impact of engaging and influencing a large audience across print, digital and mobile platforms.

The driving force behind this initiative was to make a positive difference to a worthy social cause. In the lead up to the summer holidays, the timing was perfect to encourage more people into lifejackets.

The Challenge

One of the main, stubbornly remaining causes of boating
fatalities and accidents is skippers being over-confident or underestimating the risks of boating. This is especially true for men over 40 years, and 15 to 25 year olds on paddle-craft.

Keith Manch, Director at Maritime NZ, said “We know that
two thirds of all boatie deaths could be prevented if boaties wear their lifejackets. With the summer boating season starting we want boaties to really think about ensuring that their boat has enough lifejackets on board to fit friends and family and remind them it’s the skipper’s job to ensure they wear them. The vast majority of boating fatalities tend to be European men, aged more than 45 years old, and in small craft under 6 metres.”

Mr Manch, said “[we want] to get more Kiwi boaties into the “best survival gear you can wear on a boat – your lifejacket.”

 

The Campaign

The ad caught my attention and the message stuck. The 20% off deal gave the advertisement a strong call to action to buy.

Feedback from NZME reader panel survey

Existing creative titled 'Nobody's Faster Than Disaster' featuring Maritime NZ's safety ambassador, Joe Bro, was adapted to create eye catching and impactful elements for news media platforms.

The ads offered readers a 20% discount off all ifejackets, a strong call to action that drove both online and foot traffic to Rebel Sport.

The 20% off lifejackets offer ran exclusively in daily and
Sunday newspapers and their digital platforms all over New Zealand. Ads were strategically placed in relevant news and weather pages to maximise exposure and relevancy.

The Outcome

The campaign saw Rebel Sport increase its lifejacket sales revenue by 40% over a comparable two week period. A great outcome for Rebel Sport but the really important thing from our perspective is that it would certainly have put hundreds of new lifejackets into boaties’ hands.

Pania Shingleton, Education and Communications Manager Maritime New Zealand

The campaign exceeded all expectations and successfully
delivered Maritime New Zealand’s objectives.

The post-campaign tracking results show the impact of
reaching a huge and engaged audience, with two thirds
(67%) of water sports enthusiasts who recalled the campaign agreeing that the campaign brought water safety to their attention. More than half (55%) have or intend talking to others about the importance of water safety, and 4 out of 10 (39%) have or intend letting others know about the discounted life jacket offer. 

More than 3 million impressions were delivered on the NZ
Herald, Stuff, and Otago Daily Times apps and websites as part of the digital ad campaign. Click through rates (CTRs) reached as high as 0.34% with the best response rates coming for tablet, mobile and contextual display placements.

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