LIVE RESCUE

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TitleLIVE RESCUE
ClientCOASTGUARD NZ
Product / ServiceSEARCH & RESCUE
EntrantDDB NEW ZEALAND Auckland, NEW ZEALAND
Entrant Company:DDB NEW ZEALAND Auckland, NEW ZEALAND
Advertising Agency:DDB NEW ZEALAND Auckland, NEW ZEALAND

Credits

The Campaign

New Zealand’s coastline is almost as long as the USA’s. We have more recreational boaties than anywhere else in the world. Unfortunately we also have more reckless, irresponsible and intoxicated boaties than anywhere else. With little government funding, the New Zealand Coastguard is forced to patrol this vast area with just 75 boats. So when there’s emergency at sea, their volunteers are often faced with the task of finding a needle in a haystack. We needed to show the country how tough this can be for the Coastguard and why they need support.

Success of the Campaign

Thousands of virtual rescuers took part. Only 1.8% were successful. 98.2% were not. The live event captured New Zealand’s imagination and was covered by the country’s leading news networks. It left people with the sobering reality that had they been one of the missing people they would have had less than a 2% chance of survival, proving that the Coastguard need all the help they can get. As a result, visits to the Coastguard website were up by 20%, online donations were an impressive 9 times higher than 2009 and overall donations for the period were up by 41%.

Describe how the campaign/entry was launched and executed across each channel in the order of implementation.

We let the public experience how tough Coastguard’s job is. We capsized a boat, stranded 4 people in the ocean and challenged the nation to find them in a live-rescue event. At 1810, a real time TV spot put viewers into the shoes of a Coastguard volunteer in a rescue operation to find the missing boaties. TV and radio directed people online where they found themselves in a search plane, racing the clock in real time. A GPS fed the live position of the boat into the simulator. Throughout the evening live updates played on TV and radio.

Credits

Name Company Position
Toby Talbot DDB Group Executive Creative Director
Regan Grafton DDB Deputy Creative Director
Matt Swinburne DDB Writer
Brett Colliver DDB Art Director
Sarah Burilin DDB Account Executive
Tania Jeram DDB Agency Producer
Steve Gulik DDB Editor
Libby Weston-Webb DDB Account Director
Daniel Wright Tribal/DDB Creative Director
Steven Leong Tribal/DDB Interactive Designer
David Vaughan Tribal/DDB Senior Developer
Rowan Oulton Tribal/DDB Developer
Tim Cullinane Tribal/DDB Senior Account Manager
DMG Animation
Automatic Films Production Co
Greg Wood Director
Declan Cahill Producer
Liquid Studios Audio
Toybox Post