In New Zealand, 84% of all water-related fatalities over the last 10 years involved people not wearing life jackets. Despite campaigning to remind people of wearing their life jackets when on the water, people still go without. FCB and Maritime New Zealand came up with this very targeted idea to change this. This is Water Safety Month, and this idea has helped reduce boating fatalities by 60%.
To help enforce safety, Maritime New Zealand and FCB New Zealand developed the world’s first “Virtual Coast Guard”, an always-on system that patrols more than 9,000 miles of New Zealand’s coastline powered by using geo-fence technology. Knowing that boaters are on their phones capturing photos and checking weather conditions, the virtual system is able to target them through ads on mobile apps and websites to serve them a reminder to wear their life jacket, a warning if danger is imminent based on their location and other important safety messages.
CLIENT: Maritime New Zealand
CAMPAIGN NAME: Virtual Coastguard
FIRST RUN DATE: 4th October 2014
Ad agency: FCB New Zealand
Regional Executive Creative Director: James Mok
Executive Creative Director: Tony Clewett
Creative Services Director: Jenni Doubleday
Creative: Freddie Coltart
Creative: Matt Williams
Head of Craft: Nick Smith
Studio Director: Simon Pengelly
Head of Content: Pip Mayne
Head of Account Service: Matt Scott
Head of Strategy: Rufus Chuter
Media Manager: Hilary Barrett
Media Buyer: Rebecca Leyland
Digital Director: Steph Pearson
Digital Campaign Manager: Rohan Prasad
Client: Maritime New Zealand
Product: Maritime Safety
Client Name: Pania
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