New Zealand Defence Force (NZDF) and OMD partnered with us to maximise their most recent campaign to attract young New Zealanders to join the armed services. NZDF are ran three site takeovers in popular locations across our network, including Symonds St in Auckland city, Oriental Parade in Wellington, as well as a takeover of the Wellington Underpass.
The sites were completely wrapped to showcase key messaging, and featured push button activated sound panels – to further emphasise the messages the NZDF wanted to highlight to new recruits, alongside QR codes driving them to find out more.
“oOh! have provided the NZDF with new and exciting ways of bringing the brand to life. Through the use of bespoke special builds and unique placements, oOh! developed contemporary concepts to meet the challenging brief of connecting with young Kiwis, in their world.
The experience-led “CODEWORDS” campaign, ultimately designed to change opinions and perceptions of a career in the NZDF, showcases the real stories of our Sailors, Soldiers and Aviators. To achieve the full impact, it was important to give our audience the opportunity to hear these accounts first-hand. oOh! has delivered an interactive experience that utilises both static imagery with QR codes and sound capable panels to play NZDF’s engaging stories out loud and encourage people to scan the codes to find out more. This is a simple and elegant solution that fits nicely into our campaign strategy and wider media mix. Reduced fares on public transport and rapidly increasing adoption provide the perfect opportunity to experiment with this approach.”
Benjamin Spencer, Marketing and Communications Manager at NZDF
