Keeping Kiwi adventurers safe in the outdoors with a new app
Challenge
Each year, 4,000 trampers and walkers are injured while out on their adventures, with more than 500 requiring search and rescue help.
With research showing that a lack of knowledge, planning, and preparation were the main causes behind the statistics, the NZ Mountain Safety Council developed the first outdoor safety tool of its kind in the world – the Plan My Walk app. The platform enables users to proactively plan and manage their personal safety for walks or tramps.
We worked in partnership with MSC to deliver an inspiring and motivational campaign, encouraging people to sign up and use the app.
Solution
We launched promotion of the app to audiences in outdoor-related content, using outdoor interest targeting. Our multi-platform media strategy included inspiring change through outdoor activity-related video content, re-targeting digitally through relevant outdoor activity websites and via physical outdoor retail stores, running stories on trusted news platforms, partnering with social influencers, and providing Plan My Walk as an answer to people who were looking for track and gear information. The digital campaign layers were supported with out-of-home material in urban centres during pre-holiday periods. More than 118,000 New Zealanders engaged with the campaign, with over 70,000 using the Plan My Walk app in the first six months.
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
