Keep A Metre From The Heater
LUMO Digital Outdoor teamed up with Fire and Emergency New Zealand (FENZ) to deliver New Zealand’s first programmatic out of home digital campaign.
Challenge
Fire and Emergency New Zealand’s (FENZ) objective is to reduce the occurrence of unwanted fires in the home. To do this, it needed to communicate the importance of fire and heater safety for the upcoming winter. FENZ wanted a way to better engage with a broad target audience to communicate this messaging, especially following a recent spike in house fires.
Solution
LUMO Digital Outdoor teamed up withFENZ to deliver New Zealand’s first programmatic out of home digital campaign. To bring it to life, LUMO and Hivestack collaborated to deliver a dynamic billboard that utilised real-time data to communicate messaging based on live temperature readings.
LUMO deployed Hivestack’s Ad Server Technology to activate messaging during peak traffic hours between 4pm and 8pm, and only when the temperature dropped below 15 degrees. This allowed FENZ messages to be communicated at relevant times when people would be likely to use a heater, better engaging audiences.
Results
LUMO and Hivestack’s live data integration raised essential awareness for target audiences, by engaging with them at the perfect time. This campaign also allowed LUMO the chance to demonstrate how OOH can deliver smarter investments for advertisers.
Todd O’Donoghue, Risk Reduction and Investigations Manager at Fire and Emergency New Zealand, says: “As well as launching just in time for winter, this campaign also follows a sharp increase in the number of house fires last month. This makes it even more important than ever to connect with our broad target audience at the most relevant times to share some easy ways our communities can keep warm safely as temperatures plummet around the country.”
