ACC Summer ’24

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.