“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.