ACC launches campaign that changes in real time

In a first for Aotearoa, ACC is running a very timely campaign, with a series of ads showing what they are doing right now around the country – in real time.

The new campaign highlights what ACC is doing at different times of the day to support New Zealanders in injury prevention, care and recovery – with a live time stamp showing it actually is happening “right now”.

Creative and media agency VMLY&R worked closely with media partners including TVNZ, their tech partner Innovid, Warner Bros Discovery, oOh!, Google, and LUMO to achieve this first in commercial TV airtime, as well as out of home, video on demand, online video, and digital display. Radio spots and social posts also reflect activities happening at the same time of the day that the ads appear.

“Heightening personal relevance was at the heart of the ACC campaign,“ says VMLY&R Head of Media Alicia Tutty.

“By running the spots at the same time as these ACC services were happening around Aotearoa, and time-stamping in real time, we aim to achieve relevancy and cut through, and for more people to be aware of what ACC is doing throughout the day to support them.

“We know that relevance and timeliness are always key in messaging, and we’ve already seen encouraging early signs of success from the ‘Right now’ launch activity, with social engagement rates at around double of what we normally see for ACC activity”

Videos open with a location and the live time stamp and are seen from a first-person point of view, with New Zealanders experiencing different ACC services around the country. The multi-media campaign also showcases some of ACC’s lesser-known services – from Rongoā Māori healing to Ride Forever motorcycle safety courses and Live Stronger for Longer strength and balance classes for over 65s, alongside some of ACC’s better-known care, rehabilitation and recovery services.

“This dynamic real time stamp based off the viewers/users’ current time of day was a powerful way to deliver the message that ACC provides a range of services throughout the day. VMLY&R with ACC really stretched the tech wizardry from TVNZ, in a first in commercial TV airtime and a TVNZ-Innovid partnership first – using data signals based off user’s current time of day,” says Denelle Joyce TVNZ Wellington Group Account Director.

“ACC has uniquely used the time-of-day flexibility that digital billboards offer, to deliver contextually relevant messaging to their audience,” says Jamie Snow, Head of Digital Design, LUMO Digital Outdoor.

“The creative links multiple dynamic elements from a current time widget, to conditional headline copy and imagery which are targeted to their key timeframes. This maximises the digestion of the large format ads and puts increased emphasis on the key messaging of the campaign.”

ACC’s Head of Customer Engagement, Anna Symmans says that the work was important to help people in Aotearoa understand the ways ACC can support them to avoid injuries and how ACC offers care and recovery after an accident.

“This innovative campaign is about creating more awareness of our range of services, so that people right across the country understand the ways that ACC is there for them, their whānau and friends.”

Basketball back in the game Tāmaki Makaurau 15”

Ride Forever Motorcycling Crown Range 15”

Strength and balance class Clyde 15”

Agency: VMLY&R New Zealand

Production Company: Sweetshop

Director: Jared Daperis
Producer: Tony Whyman

Photography: Steve Boniface/Match

Research partner: TRA

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