Advertising effectiveness awards for safer boating campaign

Four advertising effectiveness awards for safer boating campaign

26 October 2016

Maritime NZ’s innovative safer boating campaign has picked up four more New Zealand Effie advertising awards for its “Get it on or it’s no good” lifejacket campaign.

Maritime NZ Director Keith Manch said the campaign won Maritime NZ and advertising agency FCB Media four silver awards at the Communication Agencies’ Association of NZ advertising effectiveness awards. They were for social marketing/public service, effective use of digital technology, most progressive campaign, and most effective integrated campaign.

“It’s great that this advertising campaign is still being recognised for increasing the number of Kiwi boaties to wear lifejackets, four years after its launch and helping to save lives. The Effies are for effectiveness and have global recognition.

Using television, radio, digital, signage and marketing, the campaign increased the number of male recreational boaties – our most resistant audience – to wear lifejackets all the time by 10 percent (40%-44%).

Mr Manch said the creation of a world-first, digital geo-fence around New Zealand’s coastline was key to reminding boaties using smartphones on the water to get their lifejacket on.

The system automatically sent more than 3 million lifejacket safety messages to boaties to “Get it on”. It also showed that innovative technology was an effective way of getting safety messages to Kiwis.

This summer any boaties using their smartphone on Facebook, Google, Instagram and 24 different ad networks; and who are on the water, will be targeted by this system.

Information about the advertising awards http://caanz.co.nz/awards/new-zealand-effie-awards/nz-effie-awards-2016-in-association-with-tvnz-finalists-announced/

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