Victorian Government Digital Alert Ad by BWM Dentsu Melbourne

Alert Ad

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Industry Government & Other Authorities, Public Safety, Health & Hygiene
Media Digital, Interactive & Mobile
Market Australia
Agency BWM Dentsu Melbourne
Chief Creative Officer Rob Belgiovane
Executive Creative Director Simon Bagnasco
Creative Director Chris Andrews
Released January 2017


One Show 2018
Mobile Mobile Advertising Bronze

Credits & Description

Client: Victorian Government
Agency: Bwm Dentsu Melbourne, Australia
Entrant: Bwm Dentsu Melbourne, Australia
Idea Creation: Bwm Dentsu Melbourne, Australia
Idea Creation 2: Columbus Melbourne, Australia
Media Placement: Dentsu Mitchell Melbourne, Australia
Production: Bwm Dentsu Melbourne, Australia
Production 2: Columbus Melbourne, Australia
Group Chief Creative Officer: Rob Belgiovane (Bwm Dentsu Aust)
Executive Creative Director: Simon Bagnasco (Bwm Dentsu Melbourne)
Creative Director: Chris Andrews (Bwm Dentsu Melbourne)
General Manager: Graham Wilkinson (Columbus)
Business Director: Marianne Mcnally (Columbus)
Marketing & Communications Manager: Sarah Monaghan (Columbus)
Performance Manager: Gazal Arora (Columbus)
Performance Manager: Lucy Riordan (Columbus)
Group Account Director: Ron Phillips (Dentsu Mitchell)
Strategy Director: Susie Walls (Dentsu Mitchell)
Account Director: Trent Light (Dentsu Mitchell)
Digital Co-ordinator: Christina Diomides (Dentsu Mitchell)
Digital Executive: Elaine Tuazon (Dentsu Mitchell)
Media Executive: Will Giles (Dentsu Mitchell)
Account Manager: Jason Bird (Dentsu Mitchell)
Website URL:
Describe the campaign/entry:
Our solution was born out of the thing people turn to first in an emergency? Their smart phone. And the first thing they normally see when using their phone: Google Adwords. We turned Adwords into a real time alert network. A system that served accurate, geographically relevant fire risk alerts.
Creative Execution:
The campaign success hinged on serving the right message to the right user at the right time. We used location based targeting to serve each district within regional areas and urban fringe communities with the relevant alert ad.
Using a mobile network location based targeting system and a distinctive combination of Wi-Fi and telco signal strength, we mapped out locations. This helped us accurately identify the user’s location within the CFA fire districts. We then over laid this data with MCN ID targeting which uses aggregated Telstra subscriber data (age, gender and postcode data) cross referenced with Experian and Roy Morgan data. Using both publishers enabled us to accurately serve the right message to the right person.
Our ultimate goal for this campaign was to prevent any casualties in the summer fire season and provide a safer Victoria. During the height of summer, 1 in 2 Victorians were clicking on our ads.
No Victorian lost their life due to fire this season and whilst this cannot be attributed solely to our campaign, our ‘alert ads’ played a crucial role in educating Victorians and alerting them to take action.
Our creative solution allowed us to manage the frequency of the key fire danger ratings across the Google Adwords platform. This campaign mechanism helped amplify warning messages when it really mattered, maximising impression, reducing ad-fatigue and reaching the most users possible. CPC of less than $0.5 CPC. Relevance to users was maximised through these trigger rules, resulting in a CTR of over 20%.
This idea hinged on the use of 'real time' data to ensure that during a bushfire, people in danger received information that could potentially save their life. These 'alerts' targeted those most at risk based on their location, weather data and fire emergency warnings. The media used was integral to delivering these warnings.
Insights, Strategy and the Idea:
For the campaign to be successful, we needed to simplify the complexities around fire danger warnings. Due to the diverse set of risks posed by fires at a local level, this meant we needed to deliver multiple messages to a wide range of audiences at either different times or simultaneously if conditions demanded.
With all activity being intrinsically linked to weather conditions we had to find a creative way to plan for fire danger risks. We developed a dynamic content solution which integrated Fire Danger Rating Warnings Data, Weather Alerts and Geographic Zoning.
The true hero of the strategy was our ability to successfully map the CFA feed data against nine districts to serve ‘hyper’ local results. This was a complex process, which involved not only building HTML5 dynamic creative templates but creating trigger rules to manage the frequency of the key fire danger messages.