Live Your Pet Life
LUMO Digital Outdoor teamed up with Southern Cross Pet Insurance to produce a New Zealand-first ‘speedometer billboard’ alongside Southern Cross’ ‘Live Your Pet Life’ campaign.
Challenge
Southern Cross Pet Insurance’s mission is to boost the quality time we have with our furry friends and help pets live longer, healthier lives. Southern Cross wanted a billboard to engage with drivers, encouraging them to slow down and be more aware of their surroundings for the sake of Kiwi pets.
Solution
LUMO Digital Outdoor teamed up with Southern Cross Pet Insurance to produce a New Zealand-first ‘speedometer billboard’ alongside Southern Cross’s ‘Live Your Pet Life’ campaign.
LUMO partnered with TBWA/NZ and MBM to deliver this campaign and ensure New Zealand furry friends can live their pet life. LUMO Billboards equipped with real-time speed tracking and recognition software were installed nationwide. These interactive billboards utilised camera-based LENS Software to track the live speed of passing cars, displaying a message with a furry companion either congratulating drivers for being safe or encouraging them to drive slower and more carefully.
This engaging real-time approach allowed Southern Cross’s messaging to capture the attention of Kiwi motorists and encourage them to think more carefully about their driving and their surroundings.
Results
The campaign allowed LUMO a unique opportunity to utilise its audience measurement technology in a way it hadn’t previously explored. LUMO were able to cleverly use real-time data technology to engage with audiences and promote safer driving for the sake of Kiwi pets.
Southern Cross Pet Insurance General Manager, Anthony McPhail, says: “With this campaign, we’re on a mission to help our nation’s cats and dogs live healthier lives for longer. We want to encourage drivers to be more aware of their surroundings and remind them to slow down for the sake of animals in their area. We think these billboards are a wonderful way to do that.”
