Moving With The Times
LUMO Digital Outdoor teamed up with MBM and Z Energy to deliver a New Zealand-first programmatic digital billboard. The innovative digital billboard was launched by LUMO alongside Z Energy’s latest campaign ‘Moving with the Times’.
Challenge
Z Energy wanted to create a billboard that celebrated New Zealand’s electric vehicle motorists as part of its low carbon journey and reduced emission targets. As a standard bearer for electric vehicle adoption in New Zealand, Z Energy wanted to further stamp its credentials, and highlight that it was the first company to install EV chargers at their service stations.
Solution
LUMO Digital Outdoor teamed up with MBM and Z Energy to deliver a New Zealand-first programmatic digital billboard alongside Z Energy’s latest campaign ‘Moving with the Times’.
To bring Z Energy’s vision to life, LUMO Billboards were placed around metropolitan towns all across New Zealand. To ensure the very best in reporting, they were also equipped with LUMO LENS camera-based vehicle measurement technology - an OOH market-first in New Zealand.
The LENS camera technology detected number plates of cars as they drove past the billboards and entered the viewing zone. The number plates were anonymously cross-referenced against the Waka Kotahi database to determine whether the passing car was an electric vehicle or not.
If a passing car was an electric vehicle, it would be added to a digital live tally of electric cars that had passed the billboards that day, applauding the use of electric vehicles and illustrating that Z Energy are moving the needle for environmental sustainability.
Results
This billboard engaged with commuters around New Zealand to highlight the future of eclectic-powered transport. This campaign also outlines the role creative formats like HTML will play in growing Digital OOH and illustrates LUMO’s role as a trailblazer in this space.
Z Energy General Manager of Retail, Andy Baird, says: “The campaign is an opportunity to celebrate the diversity of the country in which we operate, and for us to lean into the tough conversations we need to have to achieve a low carbon Aotearoa – showing all New Zealanders how Z is moving with the times.”
