The New Zealand Defence Force (NZDF) is working together with OMD and oOh!media to attract more young New Zealanders to join the armed services.
The campaign includes three site takeovers by the NZDF in popular locations across the oOh!media network, including Symonds St in Auckland city, Oriental Parade in Wellington, as well as a takeover of the Wellington Underpass.
The sites have been completely wrapped to showcase key messaging, and feature push button activated sound panels – to further emphasise the messages the NZDF want to highlight to new recruits, alongside QR codes driving them to find out more. Through the use of sound panels, oOh!media has brought a whole new dimension to the campaign. By adding this interactive feature, the NZDF are able to leave an even deeper impression on the public.
Benjamin Spencer, Marketing and Communications Manager, Defence Human Resources says oOh! have presented exciting new 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.”
These builds went live in Auckland and Wellington on September 12 and will remain until early October.
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