MBM, HYPER launch Fire and Emergency liquor store takeover

MBM and HYPER have teamed up to deliver a one-of-a-kind activation for Fire & Emergency New Zealand; a real-world extension of the renowned “You’re Cooked” campaign first developed by creative powerhouse Motion Sickness in 2022.

Unattended cooking remains the top cause of residential fires in New Zealand, with a quarter of residential fire starting in the kitchen.

Alarmingly, half of all fatal house fires occur while people are under the influence of alcohol or drugs. It’s particularly concerning that one in five New Zealanders do not know the severity of this risk.

The campaign’s strategy advocates steering those under the influence towards appliances that are safer to operate under the influence – like air-fryers, toasters, kettles, and microwaves.

This is a preventative step to mitigate the risk of leaving ovens and stoves on, which can lead to fatal outcomes.

The latest iteration of the campaign delivered a unique community outreach approach at Liquorland stores in both Auckland and Wellington. Firefighters educated customers directly, conveying the critical message to avoid cooking while under the influence.

They were also offered the “You’re Cooked” cookbook, packed with humours and delicious ‘safe’ recipes, alongside a practical fridge magnet reminder, all aimed at promoting kitchen safety post-revelry.

Kaitlin Mitchell, Business Director at MBM, said: We were delighted to be able to take the “You’re Cooked” safety message into the real world and engage with our target audience one-to-one in New Zealand liquor environments, and on one of the busiest days of the year for alcohol sales, on the eve of the Easter holiday.

“Rarely is marketing able to be so contextually relevant to the audience. In this case, literally every single shopper was a primary target for our message and we found shoppers incredibly receptive which was particularly pleasing.” 

The campaign also included a network wide takeover of HYPER’s Liquorland digital screens delivering Fire and Emergency 100 percent share of voice for the day of the activation, a first of its kind digital takeover in a New Zealand liquor environment.

HYPER’s GM of Media Chris Burton said: “Access to the Liquorland environment and their shoppers is something unique we could bring to the table that perfectly complemented Motion Sickness and MBM’s real world campaign amplification concept.

“We were particularly proud to have been able to facilitate MBM’s request for a network wide Liquorland DOOH screen takeover. For an entire day and as holiday weekend audiences surged, the only campaign playing in our loop was “You’re Cooked”, amplifying the reach and impact of the messaging. A great result for our agency partners and most importantly their client and the consumer.”

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