ACC have been asking kiwis to “Have A Hmmm” when it comes to activities that we get up to whether it’s playing sport, home or DIY or participating in a range of summer activities like swimming, surfing, mountain biking or road cycling. The “Have A Hmmm” campaign encouarges all of us to “Ask yourself, would it be easy for your whānau to stop what they’re doing, to take care of you? How would it make them feel to see you in pain?” The key focus of this campaign being that “If you get hurt, who gets harmed…”
Challenge/Goal
With the aim of targeting people as they go about their summer fun activities, ACC wanted to target the message to the audience in the upper North Island so relevance was key. Placement of the creative was an important consideration to ensure it was targeted appropriately so it made the most sense to those who saw it while encouraging them to “Have A Hmm”.
Solution
Working with CARTEL Media a number of times in the past, ACC knew CARTEL Media could get the message in front of kiwis in a targeted way, where they play and socialise over summer like beaches, mountain bike parks and pools. Having specific creative for each environment, CARTEL was able to tailor the message to suit the audience.
Working with our Venue Partners, we were able to get ACC’s message where it mattered most. With our exclusive partership with Surf Lifesaving New Zealand, we encouraged surfers to Have A Hmmm and check safeswim.org.nz to find a lifeguarded beach was placed at surf clubs over the peak summer period from Ruakaka to Gisborne. Aquatic Centres and summer pools from Whangarei to Rotorua also featured the swimming/surfing creative across our digital network as well as some static media where it was more suited. A number of moutain bike parks across Auckland, Waikato and Rotorua reminded riders to “Have A Hmm” and encouarging them to stick to the trails that suited their ability. There was also a call-to-action to check out moutain biking safety tips at acc.co.nz.
The summer campaign with coverage across the Upper North Island was a successful way to promote safety in these key environments over the summer. ACC then looked to extend this campaign with the addition of sites across the rest of New Zealand reaching the Hawke’s Bay, Manawatu, Taranaki, Wellington, Nelson, Christchurch and Otago from March through to the end of summer.
2019 EFFIE Awards
We at CARTEL Media thought it was time to get the word out; that we know where to find the right people, how to talk to them and when to do it so that we get the right response. We always get our message across in a way people can’t misinterpret. Know what we mean?
THE SOLUTION
To get the attention of many of NZs leading media heads and directors, we used one of our Custom CARTELS to talk to them at an event we knew many would be attending, the 2019 Effies Awards. Using some of our washroom panels, we addressed them personally in a way that was unavoidable.
We thought it was better they didn’t know who we were. That is, until the next morning. That’s when, with the help of our friends at No Ugly, we tapped them with a gift to help the team recover which in turn revealed our identity. The connection to washroom panels from the night before would be made, and their first experience with CARTEL Media would be complete.
THE RESULT
Well, you tell me. Did you have a good night? And what flavour of No Ugly did you try?
Electrical Authority
The Electrical Authority promotes competition and the efficient operation of the New Zealand electricity network for the long-term benefit of consumers. They approached CARTEL Media to help them reach an audience; the senior, retired, elderly population. This audience was identified as sometimes vulnerable and having limited income. The Electrical Authority wanted to inform this group of the NZ community of the WhatsMyNumber online calculator, a tool which has a beneficial impact on helping to make savings on residential power bills.
THE SOLUTION
We offered the Electrical Authority a set of 100 On Demand CARTEL environments we knew would capture their target audience; the Returned Services Associations (RSAs), Cosmopolitan Clubs, Bowls and Golf Clubs. With their set budget, this enabled us to access 100 of these environments that spanned New Zealand. With high dwell time in the common areas of these environments, it was agreed that the best media option to get this information to the audience would be via bar coasters.
THE RESULT
These bar coasters were printed with the key message on both sides and distributed to the 100 sites. The Electrical Authority were then left to see the results come through to their WhatsMyNumber website.
University of Waikato
In a competitive NZ landscape of tertiary education, the University of Waikato wanted to capture their audience at the turn of the new year.
CARTEL Media were called on because this is one of our specialties; getting advertisers in front of their audience, at the right time, in the place where they are most relaxed and ready to digest a message.
THE SOLUTION
The On Demand CARTEL Network is made up of a number of spaces which can be activated on request. It includes seasonal destinations such as holiday parks, beaches and events.
The University of Waikato wanted to converse with people and be part of the discussion at these destinations when new year resolutions were being made. With a tight duration of just 3 weeks, CARTEL Media was able to offer a list of beach side campsites, surf club car parks, and even beach side cafes as the positioning of this media.
Once this list was revealed within the Waikato and Bay of Plenty regions, University of Waikato creative team hand picked the most relevant headline, courses, and talent to best resonated with the audience at each destination.
THE RESULT
Locations were activated just as the summer holiday period was peaking, guaranteeing a bespoke campaign of some of the best hand picked destinations that could be found.
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.
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.
2degrees Queenstown
2degrees is one of New Zealands top telecommunication providers who believe it’s only fair they provide great value and a great network to their 1.3 million subscribers. 2degrees have recently upgraded their mobile network in Queenstown and approached CARTEL Media to help them spread the word.
THE SOLUTION
The main objective for this 2degrees campaign was to create brand awareness across the Queenstown region and target everyone with a phone.
CARTEL Media had an idea…..
We offered 2degrees 5x shuttle rear wraps, these shuttle’s routes cover the whole Queenstown and Central Otago region 24/7 , we knew this would be the perfect way to get “Everyone with a phone” attention, whether they where sitting in traffic, taking a stroll or having a burger at FergBurgers.
This would be the first to market On-Demand CARTEL ad solution across the Queenstown region.
THE RESULT
The artwork for this campaign was undoubtably unmissable with 2degrees’ shocking bright blue colour and of course some of 2degrees’ clever catch phrases such as “STREAMING CAPABILITIES FIT FOR A QUEEN….STOWN”
