AUCKLAND, Today: Downtown agency Hello has launched a new Land Rover campaign with a focus on a light-dependent digital billboard featuring motorist safety.
CD Damon O’Leary said: “Leveraging a real-time open weather application programming interface (API) to track the suns’ movement, the digital billboards spring into activity at twilight every day, as the light changes and motorists run a higher risk of crashing.
”New research from the University of Auckland suggests daylight savings is linked to an increases in motor vehicle accidents. Based on ACC data covering 12.6 million claims between 2005 and 2016, the data suggests road crashes jump by 16% at the outset of daylight savings.”
Giltrap Group operations manager Ben Montgomery said: “While Range Rover is synonymous with the luxury market, safety remains paramount for our drivers and every other motorist throughout the country,”
“We push agencies and clients to leverage the powerful technology in our screens and think beyond static billboards.”
“The digital out-of-home effectively mirrors our intuitive automatic headlamps, and we’re proud to bring this to the attention of other drivers, especially at high-volume intersections across the digital network.”
Damon O’Leary: “It’s easy to forget to flick your lights on during twilight. The idea is a simple reminder to all drivers to check their lights are on, along with a cheeky nod to the brand’s strong British heritage.”
Lumo ceo Phil Clemas said: “We’ve worked closely with the team at Hello to drive more creativity in our screens. We’re constantly pushing both agencies and clients to leverage the powerful technology in our screens and think beyond static billboards.
“Land Rover now leads the pack.”
The campaign is currently running across the Lumo network.
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