Nobody's Faster than Disaster: how a cross platform campaign drove sales to save lives

The Nobody's Faster than Disaster campaign targeted male boaties during the summer period to encourage them to buy (and wear) life jackets. Results far exceeded expectation with 55% of men encouraged to talk about water safety, 3 million impressions across Stuff, Stuff Apps and Otago Daily Times and 40% increase in life jacket sales for Rebel Sport across the campaign. 

Here's how we did it: 

The Challenge 

Two thirds of all boating deaths could be prevented by wearing a lifejacket. Skippers (especially men over 40) tend to get overconfident and young men (15 to 25 year olds) do the same on paddle-craft. It’s this overconfidence that leads to disaster.  

When Keith Manch, Director at Maritime New Zealand, said: “We know that two thirds of all boatie deaths could be prevented if boaties would wear their lifejackets…. The vast majority of boating fatalities tend to be European men aged more than 45 years old, and in small craft under six meters.” 

We knew we needed to team up with Maritime New Zealand, NZME and Rebel Sport to start making a difference. 

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Our Idea 

We would build on Maritime NZ’s Nobody’s Faster Than Disaster creative to create a campaign that would speak to the target age group. We’d launch the campaign at the busiest time of the year to reach the largest number of boaties possible, across New Zealand’s news and entertainment media. 

Nobody’s Faster Than Disaster would culminate in strong call to action encouraging boaties to save themselves, friends and family by wearing a lifejacket. 

What We Did 

We worked with our partners to create a campaign that could save the lives of boaties around the country during the summer holiday period (running from 01 to 14 December) 

Existing Maritime NZ creative, Nobody’s Faster than Disaster, was adapted into  eye catching and compelling newsmedia collateral that featured across Fairfax Media and NZME publications. 

Nobody’s Faster Than Disaster ran across all of New Zealand’s daily newspapers in the weather and relevant news sections - where boaties were most likely to see the campaign.  

It was anchored with a strong call to action that offered readers a 20% discount on all life jackets at Rebel Sport.

 
Newspaper execution.

Newspaper execution.

 
Digital execution on Stuff apps and Otago Daily Times.

Digital execution on Stuff apps and Otago Daily Times.

 
Life jacket sales in 2015 (left) and increase in 2016 (right). 

Life jacket sales in 2015 (left) and increase in 2016 (right). 

 

The Insight 

We know how much Kiwis love the summer so we knew that putting this campaign out right in the middle of it - as schools and workplaces were  closing for the year - we launched to ensure it was relevant, timely and  encouraged our audience to take immediate action. 

The Results 

  • Two thirds (67%) of water sports enthusiasts recalled the campaign and said that it brought water safety to their attention. 
  • 55% of those surveyed post campaign have or intend to talk to others about the importance of water safety 
  • 39% have or intend to let people know about the discounted life jacket offer. 
  • More than 3 million impressions were delivered across Stuff, Otago Daily Times and Stuff apps. 
  • Click through rates reached 0.34%, double industry average, according to Google, with strong success seen across the mobile and tablets. 
  • 40% increase in life jacket sales for Rebel Sport 

What the client said 

“The Campaign saw Rebel Sport increase its life jacket sales revenue by 40% over a comparable two week period. A great outcome for Rebel Sport but the really important thing from our perspective is that it would certainly have put hundreds of new life jackets into boaties’ hands.”  - Pania Shingleton, Education and Communications Manager Maritime New Zealand
 

 

Source: Newsworks NZ