Otago Regional Council wanted to run a Wallaby awareness campaign targeted to North and Central Otago. Wallabies are bad from the point of view that they devour productive land and compete with biodiversity so, if spotted, need to be eradicated.
We developed a creative campaign based on wartime propaganda using a combination of traditional and digital media to reach a rural audience.
By engaging the audience across different platforms we delivered 165,000 Programmatic ads, 14,000 direct mail flyers; and we generated a huge response including 11,000 views on Facebook. The media mix allowed the ORC to reach an audience that traditional media alone could not.
The creative for the campaign was so successful that we even had people requesting the designs on t-shirts and asking for fresh posters to hang in their man-caves and garages. To elicit this strong a response from the general public is something we're very proud of.