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How WiTH Collective and CARAT are helping ASB get messages of support to our community heroes.

Right now, New Zealanders are in isolation, off the streets and in their homes. All except those deemed essential services - the people who are keeping Kiwis safe, and our country functioning - healthcare workers of all kinds, those who help keep our streets clean, keep our power on, make sure we’ve got clean water to drink and food to eat. 

With the general public indoors, out of home placements are sitting dormant. That's why we’re using our digital D4 out-of-home network to let those who are indoors say thank you to those who are on the streets risking their health to secure ours.  

Together with our client ASB, we’re turning billboards into a medium designed specifically for the only people who’ll see them - workers deemed essential to keep New Zealand safe and functioning - delivering a huge #ESSENTIALTHANKS to these legendary Kiwi heroes. 

Through LUMO Digital’s impressive vehicular monitoring camera technology, which is available on all their billboards, ASB are only being charged for “verified impressions” - in other words, when we know a Kiwi hero has driven past a site. The dynamic ability of D4 means that at any time, the campaign and its billboards can be paused, updated or amended and ASB will only be charged for the number of eyes on the billboard, a very different way of outdoor trading.  

Through our owned channels, paid social posts and our influencer network, we’ll encourage New Zealand to submit their messages of thanks to run on the billboards. All people have to do is comment on our lead posts with a thank you message and their profile pic.  

Then, once the love starts rolling in, we’ll run messages on our D4 network, regularly updating them to show our essential workers how much Kiwis across the country appreciate their hard work. 

We’ll manually select the messages to share, providing words of thanks and support to those still on the streets. As an extension we can geo target messages to target essential businesses that are still open. 

All comms driving messages to the billboards, as well as the billboards themselves will be ASB-branded. The brand will spearhead the campaign, pouring its resources into these support boards for the people on the streets who need it most.  

In this way, the brand will remain relevant throughout the unfolding crisis, while getting out there and doing some good for the community. 

WiTH Collective

WiTH Collective is a full-service agency built for the digital economy.
WiTH Collective was founded based on the need for a change. A change that recognised that facts trump assumptions and creativity should happen everywhere in the process with everyone.

We believe in working together to marry customer insights with a clear business problem. Because that opens up the best opportunities to come up with innovative ideas.
We live it by fusing data with creativity and managing a rapid, inclusive process. By capitalising on a holistic view to uncover the opportunities for creativity to give our client’s business an unfair advantage – pleasing customers in ways they couldn’t imagine.

Carat

Carat is the world’s first media agency and is the largest media agency network in DAN. Having pioneered the sector Carat has been redefining the value that media delivers for clients’ business ever since. Carat has a strong heritage in consumer insight and strategy and has been named #1 agency in all qualitative measures for 10 out of the last 11 RECMA reports. Carat’s focus is continuing to pioneer in consumer insight and strategy, understanding and activating real people in media to drive performance for brands. 

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