This Clever Geo-Targeting Campaign Reminds New Zealand Boaters to Wear Lifejackets
Campaign Geo-Fenced Over 9000 Miles of Coastline
May 10, 2016
To remind boat users to wear life jackets, Maritime New Zealand and FCB New Zealand developed a highly targeted campaign; it geo-fenced more than 9,000 miles of New Zealand's coastline and served people with ads once they crossed that barrier into the ocean.
Knowing that boaters are on their phones capturing photos and checking weather conditions, the "Virtual Coast Guard" targets them via ads on mobile apps and websites to serve them a reminder to wear their life jacket.
According to the agency, 84% of all water-related fatalities in New Zealand over the last 10 years involved people not wearing life jackets. FCB also says the ads had an engagement rate 700 % higher than land-based messages, and that, year on year, there has been a 60% reduction in boating fatalities.