OBJECTIVE

We want people to check their smoke alarms when Daylight Saving begins.

INSIGHT

Because Election night falls on Daylight Saving night this year - it’s hijacking our chance to shine. But this is a golden opportunity to reach a huge audience.  Over 1.6 million people tuned in to the TV coverage of the last election.  The timing of this campaign gives us a golden opportunity to be seen, and these surprising and engaging spots give us a great chance to more effectively deliver our message.

They will be watching TV at home for hours, as the results roll in.  There can be no better time to tell people to check their smoke alarms.

EXECUTION

An emotionally dysfunctional smoke alarm shares feelings of neglect and rejection about the fact the election has taken over its special night.  We will produce a mix of 30 and 15 second TV Commercials - every ad ends with a strong call to action: “Check your smoke alarms tonight”

View the TV spot list. [PDF, 163 KB] [PDF, 163 KB]

TONE AND MANNER

The humour is quirky fun.  Each execution uses the face swap function of the popular Snapchat application and features the musings of the smoke alarm and his interaction with other characters.

MEET THE CHARACTERS

SIGN OFF

National Communications has engaged Rob Saunders and Pete Gallagher from Risk Reduction to provide technical advice and approve the scripting of the executions.

PLACEMENT

The ads will run in the first and last spots of each ad break during election night coverage and will also feature on all free-to-air channels and social media.  While placement in the election time slots is a higher cost due to viewership numbers, this cost has been met within our original budget for this project. 

Follow-up messaging will feature the following day encouraging people to purchase new alarms and check the alarms of elderly family members.  Additionally, Glenn Menzies, AAM Auckland City, was interviewed by the TV3 AM show in the lead up to the weekend.  Chris Kennedy, Palmerston North Trainer and Escape My House spokesperson, is being interviewed by More FM.

We have also partnered with The Warehouse, Bunnings and Mitre 10 to achieve in-store Point of Sale material to direct consumers to long-life photoelectric alarms and provide other fire prevention safety advice, including in their online presence.  Some stores are also partnering with local brigades to offer Escape My House and Smoke Alarm advice on location on the day.

MEASUREMENT

Our quarterly TNS survey will provide the most effective measure of success of this campaign. Specific Daylight Saving questions have been added to the Q3 round of the survey to test recall and action as a result of the campaign.  Field work commences 25th September with reporting due w/c 16th October.

Additionally, our three corporate partners have agreed to share insights in to their sales data over the period, however this will be commercially sensitive information.

 

Example of one of this years TV executions:

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