Case Study: Maritime NZ
Client Maritime NZ
Network Z Energy
Agency Draft FCB
Date 15th December – 15th April 2014
Strategy Remind boaties to wear a lifejacket
After a successful campaign in 2013, Draft FCB recruited Ngage media to roll out a summer campaign across the Z Energy Network to remind boaties to wear a lifejacket prior to going on the water.
Maritime used multiple reminders across the store with decals on bait bins and digital screens at the counter and fridge. We then grew this engagement through having Z staff hand-out free water safety packs including a waterproof mobile phone bag and boating checklist.
Ngage nationwide reach meant that Maritime could build a regional presence with the ability to upweight hand-outs in areas in close proximity to the water.
Research commissioned by MNZ into the impact of its lifejacket advertising campaign run over the past two summers found that 75% of boaties said they took some action after seeing the ad, and 29% said they’re now wearing their lifejacket on a regular basis.