Communicating complex policy changes can be a significant challenge, especially when they impact everyday people.
When the New Zealand Government introduced road user charges (RUCs) for electric vehicles (EVs) and plug-in hybrid electric vehicles (PHEVs), it wasn’t just about implementing a new tax — it was about ensuring the public understood why this change was necessary and how it affected them. With Kiwis largely unfamiliar with the new system and uncertainty surrounding the shift, NZTA needed an efficient and effective way to educate EV owners and drive timely action.
The solution? Out-of-home (OOH) advertising, specifically programmatic digital out-of-home (DOOH), which proved essential in cutting through the noise and delivering a clear, targeted message to those affected.
Why out-of-home was the ideal medium
OOH, and particularly programmatic DOOH, was the perfect solution to tackle this communication challenge. Unlike digital ads that can be scrolled past or ignored, OOH has a unique ability to reach people in the real world, where they’re already moving through public spaces.
This visibility was crucial in a campaign where widespread education was key. With EV and PHEV owners dispersed across different regions and often on the go, it was vital to engage them in moments that were naturally relevant, like when they were commuting or stopping at EV charging stations.
Programmatic DOOH elevated this traditional medium to new heights by enabling precise, data-driven targeting. NZTA could strategically place messages in locations where EV owners were most likely to see them — high-traffic areas, transport hubs, and near charging stations — ensuring they reached the right audience at the right time. The ability to update and adjust the messaging in real time, based on data and behavioural insights, further ensured the campaign’s relevance and timeliness.
Out-of-home as an educational tool for Kiwis
Through the use of Vistar Media’s programmatic platform, NZTA was able to strategically position educational content across key OOH touchpoints frequented by their target audience. Not only did the OOH explain what RUCs were and why they were being introduced, but they also conveyed the importance of registering for the new system before the deadline. The campaign didn’t just inform—it educated.
What set this campaign apart was the way programmatic DOOH allowed for dynamic, flexible content. NZTA could tailor the creative in real-time, providing countdowns to the registration deadline or updates about the new charges. This adaptability kept the message fresh and engaging, ensuring Kiwis received timely and actionable information whenever they encountered the messages.
Leveraging data for targeted impact
The success of this campaign wasn’t just in its use of public spaces—it was in the strategic application of data. By analysing both offline and online behaviours, NZTA could target Kiwi drivers more precisely. Programmatic DOOH enabled the campaign to engage EV and PHEV owners at critical moments, such as when they were charging their vehicles or commuting through areas with high footfall.
Moreover, the use of device ID passback allowed for retargeting efforts that extended beyond the physical placements. Kiwis who had been exposed to the campaign in the physical world were followed up with digital information online, reinforcing the message and driving them to take action. This multi-channel approach strengthened the impact of the campaign, ensuring that the message stayed top-of-mind, whether people were seeing it in the real world or online.
Results: a campaign that informed and inspired action
NZTA’s goal was to achieve 80% registration among EV and PHEV owners for the new RUC system. Thanks to the powerful combination of OOH visibility, data-driven targeting, and dynamic content, the campaign met these expectations.
What this campaign demonstrates is that OOH is far more than just placing information in public spaces—it’s about creating impactful, meaningful connections with an audience. Through programmatic DOOH, NZTA was able to educate Kiwis on a complex policy change, ensuring they not only understood the RUC system but were motivated to take action before the deadline.
The future of OOH as a storytelling medium
The NZTA EV RUC campaign underscores how programmatic DOOH can be a powerful tool for educating and informing the public. By leveraging the unique strengths of OOH—its high visibility, its ability to engage audiences in the physical world, and its capacity for dynamic content—this campaign successfully cut through the complexity of a regulatory change and made it accessible to the everyday Kiwi driver.
As more brands and government agencies seek to educate or influence public behaviour, programmatic DOOH will continue to play a vital role in communicating complex messages in a way that resonates with audiences and inspires action. This campaign sets a new benchmark for how technology, data, and real-world engagement can come together to drive meaningful results in the OOH space.
Sandra Scott is Sales & Partnerships Director, NZ at Vistar Media
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