How do you stop the spread of pests between lakes and rivers? Our interactive digital campaign brought behaviour change to life.
Challenge
Every summer thousands of Kiwis head to our lakes and rivers. It’s our chance to cool down, have fun, and enjoy the best of Aotearoa’s great outdoors.
Didymo, hornwort and other pests can ruin the freshwater places we love to play in. Stopping the spread of these pests is simple enough. We all need to remember to Check, Clean and Dry our gear between waterways to get rid of freshwater pests.
The Ministry for Primary Industries asked us to create a fresh and innovative approach to motivating people to Check, Clean, Dry.
Solution
We set out to show New Zealanders just how easy it is to Check, Clean, Dry.
Our media strategy targeted people based on their interests and locations. We looked at where they surfed online, how they engaged on social and who they followed. We mapped all New Zealand lakes and rivers and targeted mobile devices at these, and other locations, including interisland ferries.
We supported the digital campaign with out-of-home material in popular holiday spots.
More than 280,000 New Zealanders engaged with the interactive campaign – practicing what they need to do out in the real world. The campaign delivered an astounding CTR of 12.11%.
Whakapā mai | Get in touch
We are Hemisphere. We're curious and creative. We're experts in strategy, creative, digital, media and culture. Let's talk about what the Hemisphere difference can mean for you.
Whakapā mai | Get in touch
We are Hemisphere. We're curious and creative. We're experts in strategy, creative, digital, media and culture. Let's talk about what the Hemisphere difference can mean for you.
58-60 Oriental Parade, Te Whanganui-a-Tara Wellington
kiaora@hemisphere.nz
04 384 5994
