SUB CATEGORY :

BEST USE OF TECHNOLOGY

COMPANY ENTERING :

BWM DENTSU, SYDNEY

TITLE :

ALERT AD

BRAND :

VICTORIAN GOVERNMENT

ADVERTISER :

VICTORIAN GOVERNMENT

AGENCY :

BWM DENTSU, MELBOURNE/COLUMBUS, MELBOURNE/
DENTSU MITCHELL, MELBOURNE

CHIEF CREATIVE OFFICER :

ROB BELGIOVANE (BWM DENTSU)

EXECUTIVE CREATIVE DIRECTOR :

SIMON BAGNASCO (BWM DENTSU)

CREATIVE DIRECTOR :

CHRIS ANDREWS (BWM DENTSU)

DIGITAL CO-ORDINATOR :

CHRISTINA DIOMIDES (DENTSU MITCHELL)

DIGITAL EXECUTIVE :

ELAINE TUAZON (DENTSU MITCHELL)

GENERAL MANAGER :

GRAHAM WILKINSON (COLUMBUS)

BUSINESS DIRECTOR :

MARIANNE MCNALLY (COLUMBUS)

GROUP ACCOUNT DIRECTOR :

RON PHILLIPS (DENTSU MITCHELL)

ACCOUNT DIRECTOR :

TRENT LIGHT (DENTSU MITCHELL)

ACCOUNT MANAGER :

JASON BIRD (DENTSU MITCHELL)

STRATEGY DIRECTOR :

SUSIE WALLS (DENTSU MITCHELL)

MEDIA EXECUTIVE :

WILL GILES (DENTSU MITCHELL)

PERFORMANCE MANAGER :

GAZAL ARORA (COLUMBUS)/LUCY RIORDAN (COLUMBUS)

THE BRIEF :

THE THREAT OF BUSHFIRES IS SOMETHING MANY AUSTRALIANS LIVE WITH EVERY DAY BUT EXISTING ALERT SYSTEMS WERE CHALLENGED BY THE UNPREDICTABLE NATURE OF FIRE. WITH LIVES AT RISK, FAILURE WAS NOT AN OPTION. SO, WE WERE TASKED WITH TRANSLATING BUSHFIRE AWARENESS INTO IMMEDIATE BEHAVIOURAL ACTION IN ONE OF THE MOST FIRE PRONE REGIONS IN THE WORLD: VICTORIA, AUSTRALIA.

THE STRATEGY :

FOR THE CAMPAIGN TO BE SUCCESSFUL, WE NEEDED TO SIMPLIFY THE COMPLEXITIES AROUND FIRE DANGER WARNINGS. DUE TO THE DIVERSE SET OF RISKS POSED BY FIRES AT A LOCAL LEVEL, WE NEEDED TO DELIVER MULTIPLE MESSAGES TO A WIDE RANGE OF AUDIENCES AT EITHER DIFFERENT TIMES OR SIMULTANEOUSLY IF CONDITIONS DEMANDED. WITH ALL ACTIVITY BEING INTRINSICALLY LINKED TO WEATHER CONDITIONS WE HAD TO FIND A CREATIVE WAY TO PLAN FOR FIRE DANGER RISKS. THE TRUE HERO OF THE STRATEGY WAS OUR ABILITY TO SUCCESSFULLY MAP THE CFA (COUNTRY FIRE AUTHORITY) DATA AGAINST NINE DISTRICTS TO SERVE ‘HYPER’ LOCAL RESULTS.

THE EXECUTION/THE EXECUTION & CRAFT :

OUR SOLUTION WAS BORN OUT OF THE THING PEOPLE TURN TO FIRST IN AN EMERGENCY. THEIR SMART PHONE. AND THE FIRST THING THEY NORMALLY SEE WHEN USING THEIR PHONE: GOOGLE ADWORDS. SO, WE TURNED ADWORDS INTO A REAL TIME-ALERT NETWORK. A SYSTEM THAT SERVED ACCURATE, GEOGRAPHICALLY RELEVANT FIRE RISK ALERTS. WE DEVELOPED A DYNAMIC CONTENT SOLUTION WHICH INTEGRATED FIRE DANGER RATING WARNINGS DATA, WEATHER ALERTS AND GEOGRAPHIC ZONING. USING A MOBILE NETWORK LOCATION-BASED TARGETING SYSTEM AND A DISTINCTIVE COMBINATION OF WI-FI AND TELCO SIGNAL STRENGTH, WE MAPPED OUT LOCATIONS WHICH HELPED US ACCURATELY IDENTIFY USERS’ LOCATION WITHIN FIRE DISTRICTS.

THE RESULT :

OUR GOAL FOR THIS CAMPAIGN WAS TO PREVENT ANY CASUALTIES. NO VICTORIAN LOST THEIR LIFE DUE TO FIRE THIS SEASON AND WHILST THIS CANNOT BE ATTRIBUTED SOLELY TO OUR CAMPAIGN, OUR ‘ALERT ADS’ PLAYED A CRUCIAL ROLE IN EDUCATING VICTORIANS AND ALERTING THEM TO TAKE ACTION. OUR CAMPAIGN MECHANISM HELPED AMPLIFY WARNING MESSAGES, MAXIMISING IMPRESSIONS, REDUCING AD-FATIGUE AND REACHING THE MOST USERS POSSIBLE- RESULTING IN 1 IN 2 VICTORIANS WERE CLICKING ON OUR ADS DURING THE HEIGHT OF SUMMER. CPC OF LESS THAN $0.5. RELEVANCE TO USERS WAS MAXIMISED THROUGH THESE TRIGGER RULES, RESULTING IN A CTR OF OVER 20%.