Dynamic OOH Campaign
New Zealand Electoral Commission
Issue 57 | December 2020
Agency
FCB New Zealand
Creative Team
Art Director: Kimberley Torrie Copy Writer: Devon Woods Executive Creative Directors: Leisa Wall, Peter Vegas
Production Team
Digital Production: James McMullan, Andrew Johnston, Andrew Jackson
Other Credits
Account Director: Sarah-Jane Ferens Media Group Business Director: Sarah Wilson Creative Services Director: Jenni Doubleday
Date
October 2020
Background
To help as many Kiwis vote as possible, the Electoral Commission needed to let voters know there were more voting places available for the 2020 Election than ever before. They also wanted to prompt people to vote from the start of early voting right through to the end of election day.
Idea
FCB NZ, oOh!media and the Electoral Commission used dynamic information to guide voters to their nearest voting place.
Running across the company’s extensive network of digital street furniture assets, the dynamic creative powered by FCB’s proprietary dynamic personalisation platform ‘BOB’, used site-specific messaging to inform the public about nearby voting places and opening times.
The contextual approach of the messaging included a street address, voting place opening times and the distance in metres to the nearest voting place, which were layered on top of a map that visualises pins of the voting locations, updated dynamically via an API.
To make the campaign as effective as possible for early voting and for election day itself, many sites had multiple creative versions scheduled to them. These versions played at different times throughout the day, reflective of when and where each voting place was open.
Over the space of two weeks, as every booth opened and closed, the dynamic changes resulted in a possible 4,231 different creative states and 16,048 changes served across 290 screens nationally, delivering 24/7 contextual relevance.
Results
This campaign contributed to New Zealand’s largest pre-election turn out. With advance votes increasing by almost 60 percent compared to the previous election, with just under 2 million votes cast before election day in 2020.
Early voting also increased on the Maori electoral role, with 77,600 Maori having cast their vote by 14 October, a 98 percent increase on the same period in 2017.
Final voter turnout for the 2020 General Election is yet to be finalised but is estimated to be 82.5% of those enrolled as at 6pm Friday 16 October. This compares with a final 79.8% turnout of those enrolled in 2017.