Swing Vote

AUCKLAND, Today: FCB has created a localised, dynamic oOh!media out-of-home campaign for the NZ Electoral Commission. The campaign employs dynamic information to guide voters to their nearest voting place.

Running across the company’s network of digital street furniture assets, the creative, powered by FCB’s proprietary dynamic personalisation platform, uses site-specific messaging to inform the public about nearby voting places and opening times.

The contextual approach of the messaging includes a street address, voting place opening times and the distance in metres to the nearest voting place, which are layered on top of a map that visualises pins of the voting locations, updated dynamically via an API.

“We’re really pleased at the reach this campaign is delivering, as we have voting places in a very wide range of locations.”

To make the campaign as effective as possible for early voting and for election day itself, many sites have multiple creatives scheduled to them, to play at different times throughout the day reflective of when and where each voting place will be open.

Over the space of two weeks, as every booth opens and closes, the dynamic changes will result in a possible 4,231 different creative states and 16,048 changes served across 290 screens nationally, delivering 24/7 contextual relevance.

Electoral Commision comms manager Suzanne said: “With advance voting growing in popularity, we needed a campaign that helped New Zealanders find out where they could vote, and that was localised to their unique area.

“We’re really pleased at the reach and personalisation this campaign has delivered, especially as we have voting places in a very wide range of different locations.”

FCB digital projects head James McMullan said: “We have worked closely with oOh!media to plan this campaign in great detail, and using the personalisation platform for the dynamic digital creative adds an extra layer of audience relevance and engagement.”