waka kotahi nz transport agency - That's a Fail
Waka Kotahi NZ Transport Agency does a lot of amazing work in keeping our community safer on the roads. This campaign aimed to upset the comfortable and predictable perception their audience has of Police. They want to increase their perception that being caught is a real possibility and show them that the consequences of this are far from insignificant.
This campain was target focused on a hard-to-reach, core group of young male drunk drivers, 20 – 29 years of age, and CARTEL Media knew eaxctly where to find them.
Our Bar CARTEL network and On-Demand network ticked all the boxes, with A3 bathroom frame posters, bar mats, coasters and table talkers, it was for certain that the message would reach the right target audience with-in these social enviroments. This campaign expanded to over 104 Bar sites and Rugby Clubs in the most relevant areas around NZ.
The demands of the targeted audience of the campaign were met by CARTEL Media and the campaign still continues to run a year on from it’s start. Crash statistics and effectiveness continue to be monitored by Waka Kotahi NZ Transport Agency.