Like many events, the annual Fieldays agricultural show has experienced many setbacks in the wake of COVID restrictions. With a change in date for the 2022 event, they needed to get the word out to rural communities where traditional OOH options are very limited. They also wanted to achieve a community connection with tactical media that had duration and longevity in the environments.
Solution
With over 650 Bar sites on CARTEL Media’s books, they could offer provincial OOH messaging that no other OOH media company can. The key areas Fieldays wanted to a presence in were ticked off with a number of participating Bar CARTEL sites. Using drinks coasters allows brand messaging to be part of the conversation at the table where patrons are discussing life. Housed in smartly designed and branded coater cradles, news of the event was in the hands and of thousands of potential event goers.
Mastercard – Heaps Easy Wins
Mastercard wanted to help their customers get the most out of their huge range of offers and benefits, but most of their customers didn’t even know that they had them? For this campaign Mastercard wanted people to identify that they had a Mastercard, and to redeem offers and redeem them overseas. The promotion was run as a scratch card where everyone who uses a Mastercard whilst purchasing wins!
THE SOLUTION
Mastercard wanted to target their audience while they where out and about on their holidays or even just before starting their adventures. So, using our Bar CARTEL Network environments, we helped target holidaymakers at one of New Zealand’s top holiday destinations, Queenstown.
We knew by using our Bar CARTEL Network, this campaign would indefinitely catch attention from holiday-goers who are out having a lunch and a pint in the pub with family and friends.
THE RESULT
With a very clever and creative campaign, CARTEL Media agreed that bar runners and bathroom poster ads would best catch the attention of holiday-goers. With Mastercard offering scratchies at selected stores with every Mastercard purchase, this campaign was set to be a raging success.
Spark Endless Data
Spark’s new Endless Data Mobile Plans offer endless supply of data so that New Zealanders can continue to do the things they love, such as streaming their favourite shows, listening to music, scrolling through Social Media and keeping in touch with family without running out of data.
THE SOLUTION
CARTEL Media knew exactly where this campaign needed to be seen.
We offered Spark two sets of environments we knew would capture their target audience; 70 gyms and 80 bar locations throughout New Zealand. With high residing time in the common areas of these environments, it was agreed that the best media option to get this campaign seen by the targeted audiences would be with our DOOH in our Fitness Network plus Bathroom Frames and Coasters in our Bar Network.
THE RESULT
The artwork for this campaign was undoubtably unmissable with its bright purple and pink colours and clever catch phrase’s such as “BECAUSE YOU NEED TO WIN THIS BAR QUIZ” and “NO DATA? NO WAY OUT OF THIS DATE”.
With Spark’s partnership with Spotify on this campaign, its unmissable artwork, together with CARTEL Media’s 150 locations this campaign was part of many conversations.
Waka Kotahi NZ Transport Agency – Belted Survivors
Waka Kotahi NZ Transport Agency does a lot of amazing work in keeping our community safer on the roads. This campaign addressed the crash data statistics that show there are areas of New Zealand where injury or death could have been prevented on a number of occasions if a seat belt was worn. CARTEL Media was asked to spearhead the Out-Of-Home media distribution in one of the most ambitious campaigns undertaken with a great agency and client.
THE SOLUTION
After a nationwide search to find survivors of serious vehicle accidents, some stunning award winning imagery was executed to replicate the injuries suffered including the bruising from their life-saving seat belt. The imagery produced was powerfully confronting and so required specific positioning.
The Bar CARTEL car park environments ticked all the boxes. Billboards of up to 3.5 metres tall were erected in the car parks of on-licenced establishments by the On Demand CARTEL team. This campaign quickly expanded to over 95 sites in the most statistically relevant areas around NZ, a real test of the reach capabilities of CARTEL Media.
The use of bathroom and in-bar frame ads in CARTEL licenced bars, pubs, and clubs helped to double down on the message of this campaign, making it truly unavoidable.
THE RESULT
The demands of the geographical spread of this campaign were met by CARTEL Media and the campaign continues to run a year on from it’s start. Geographical choices continue to be analysed and tweaked to perfectly target the audience that needs to digest this message the most.
Feedback from the establishments involved has been overwhelming, with stories of the open conversations that have taken place with patrons a testament to imagery and longevity of this campaign.
The industry recognition for this campaign has been encouraging as an aside from it’s designed purpose. Of particular note was the accolades earned from the 2020 Axis Awards where a Gold for Outdoor Advertising was awarded among a host of other Golds and the overall Grand Axis Award.
Crash statistics and effectiveness continue to be monitored by Waka Kotahi NZ Transport Agency.
Scholl Party Feet Heel Shields
Scholl Party Feet Heel Inserts is a womens product which has GelActiv technology to help prevent shoes rubbing and slipping while partying, shopping or even sightseeing. A target women-only audience was required, along with those with a high social lifestyle.
THE SOLUTION
Using our nationwide selection of female CARTEL Bar bathroom enviroments , this was the perfect environment to capture a 100% female audience. This environment also added a significant amount of relevancy with bar female bathrooms being the only place women would gather when out and about socialising.
THE RESULT
Using 80 Bar CARTEL locations around NZ, with bathroom mirror decals the campaign was surely not to be missed by heel wearing ladies socialising on a night out! With a modest budget, CARTEL Media was able to target the right audience, in the right enviroment at the right time.
HPA Measles Immunisation
The Health promotion Agencys “Be a Guardian of the Future” is a campaign to motivate at-risk target audiences who may not have been immunised against measles to go and get a Measles Immunisation “it’s easy and it’s free”. When you immunise against measles, you don’t just protect yourself. You also protect your whānau, your community, and future generations from harm.
THE SOLUTION
To resonate with age groups between 18 to 30 and populations who are particularly impacted by measles, our client knew that we had the networks to do it, they chose our Fitness & Sports/ Family Centre’s/ Bars and On-demand CARTEL networks, using 4 types of media for this campaign, Digital Signage, Tactical Banners, Bathroom Frame Ad’s and Billboards. With two diffrent eye catching creatives specifically targeting audiences and with its strong message this campaign was set to not be missed.
THE RESULT
This campaign was installed in a number of CARTEL Locations spread throughout the Northland, Bay of Plenty and Queenstown regions. The demands of this campaign were met by CARTEL Media and the campaign continues to run from November 2020 till now.
