Maritime NZ - Virtual Coastguard
THE MOBILE TARGETING SYSTEM THAT PATROLS A NATION
Recreational boat users were drowning unnecessarily in New Zealand waters. In almost every case, they weren’t wearing al lifejacket. Despite years of campaigning, the message just wasn’t turning into action out on the water
We partnered with Google and Facebook and developed an innovative system that intercepted people where it mattered most. How? We geo-fenced the entire 15,000km coastline – making New Zealand the world’s first entirely geo-fenced country. With Virtual Coastguard, each time a boat leaves shore, it moves into the targeted zone where our always-on system triggers safety prompts on users’ mobiles, via Google, Facebook, Instagram, Weather and Time Information, as well as thousands of other relevant sites, across 24 ad networks. A first for both Google and Facebook.
Over 3 million lifesaving prompts delivered so far. Response rates up to 700% higher than land based ads. Most importantly, boating fatalities are down 60% – Oct ’15 to Feb ’16 vs. Oct ’14 to Feb ’15.