Y&R NZ 2015
Brake.org.nz needed to launch their 2015 Road Safety Week – a key time for donations, and engagement with this little-known charity – with a budget far too small for a traditional campaign.
So we partnered with NZ’s leading creative company to create uniquely powerful and newsworthy content - reaching a nationwide audience, without buying nationwide media.
Y&R NZ 2015
Five ‘Living Memories’ were created - one for each of the five lives lost on New Zealand roads every single week.
These were leveraged through posters, print, cinema and online display media – all drawing viewers to our online gallery, livingmemories.co.nz
Y&R NZ 2015
Five ‘Living Memories’ were created - one for each of the five lives lost on New Zealand roads every single week.
These were leveraged through posters, print, cinema and online display media – all drawing viewers to our online gallery, livingmemories.co.nz
Y&R NZ 2015
While our nationwide earned media, and donated media channels drove awareness of the campaign, our online gallery gave the stories behind the images – prompting Kiwis not just to add their support to the campaign and Brake, but to reconsider what just one wrong decision can cost.
Y&R NZ 2015
Our content launched on NZ's most watched current affairs show, with a twelve minute segment reaching a 600,000+ audience. Coverage spread to NZ's highest rating breakfast TV show, most-read newspaper and leading women's magazine (not to mention extensive social media).
All in all, we measured a return on investment of 24:1 in earned media value.
