AUCKLAND, Wednesday: ACC’s ads now change in real time, based on what they’re doing right now – reflected in its latest campaign devised by VMLY&R (media and creative), along with TVNZ, tech partner Innovid, Discovery, oOh!, Google, and Lumo.
The campaign is running on TV, out of home, video on demand, online video, and digital display. Radio spots and social posts also reflect activities happening at the same time of the day that the ads appear.
VMLY&R head of media Alicia Tutty said: “Heightening personal relevance was at the heart of the ACC campaign.
“We’ve already seen signs of success from the Right Now launch activity, with social engagement rates at double of what we normally see.”
“By running the spots at the same time as these ACC services were happening around Aotearoa, and time-stamping in real time, we aim to achieve relevancy and cut-through, and for more people to be aware of what ACC is doing throughout the day to support them.”
“We know that relevance and timeliness are always key in messaging, and we’ve already seen encouraging early signs of success from the Right now launch activity, with social engagement rates at around double of what we normally see for ACC activity.”
ACC’s Anna Symmans said: “The work was important to help people in Aotearoa understand the ways ACC can support them to avoid injuries and how ACC offers care and recovery after an accident.
“This innovative campaign is about creating more awareness of our range of services, so that people right across the country understand the ways that ACC is there for them, their whānau and friends.”
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CREDITS
Agency: VMLY&R New Zealand
Production Company: Sweetshop
Director: Jared Daperis
Producer: Tony Whyman
Photography: Steve Boniface/Match
Research partner: TRA
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