AUSTRALIA by M&C Saatchi Auckland for New Zealand Fire Service

AUSTRALIA

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Industry Public Safety, Health & Hygiene
Media Direct marketing
Market New Zealand
Agency M&C Saatchi Auckland
Executive Creative Director Dave King
Art Director Christina Mossaidis
Copywriter Nicci Doak
Producer Charmaine Batt
Released September 2011

Credits & Description

Category: Direct Response Broadcast: TV, Radio & Infomercials
Advertiser: NEW ZEALAND FIRE SERVICE
Product/Service: FIRE SAFETY
Agency: M&C SAATCHI
Executive Creative Director: Dave King (M/C Saatchi)
Copywriter: Nicci Doak (M/C Saatchi)
Art Director: Christina Mossaidis (M/C Saatchi)
Agency Producer: Terry Slade-Baker (The TV Dept)
Composer: Joel Haines (Joel Haines Studios)
Producer: Charmaine Batt (Joel Haines Studios)
Media placement: Radio - Sports Package 30", AZB/B2B 30" x 2 and 60" x 1 - 4 September 2011

Describe the brief/objective of the direct campaign.
BRIEF:
To make tourists aware of campervan fire risks.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
You’re never so patriotic as when you’re in a foreign country. Our target tourists were rugby visitors driving around New Zealand in campervans listening to sports radio. So, we played radio ads sung to the tune of each of our target’s national songs (not all of the countries let us alter their actual anthems), causing them to prick up their ears. But we also changed the lyrics to include a campervan fire safety message that was both informative and fun to listen to.
The desired outcome was to make tourists aware of fire danger in their campervans.

Explain why the creative execution was relevant to the product or service.
Radio was a smart and appropriate option. The bulk of our target audience were British, Australian, Welsh and South African tourists, driving around New Zealand in campervans during the Rugby World Cup. The goal was to warn them of campervanning fire danger. So we tailored specific radio ads to each group, using each one's national song to cause them to prick up their ears. The lyrics of each song had been changed to include a campervan fire safety message that was informative and fun to listen to.

Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
The goal of this direct radio was to inform the 4 target nationalities of how to prevent fires in campervans and what to do in case of a fire. They were directly targeted on rugby sports radio, directed to call 111 (the emergency response number in NZ) and visit the Fire Service's website should they need to know more. No campervan fires were reported over the time of the Rugby World Cup.