ACC is a government run organisation that provides services that aid in injury prevention, care, and recovery for New Zealanders. Like most government departments, they get a lot of flack from the public. So they wanted to show that they’re there, supporting people around the country, around the clock.

We also wanted to show how broad the range of services are, particularly in the injury prevention area, so it was important to show offerings like Ride Forever motorcycle safety courses, and Live Stronger for Longer strength and balance classes for older people. Along with services like rongoā Māori healing and more well known practices, we set out to demonstrate how relevant ACC is in the lives of all New Zealanders.

Once the ACC service times, location, and viewing times data were compiled, we had a strong understanding of what ACC were offering, where, and when. We were then able to tailor the creative content to suit. For example, one of our scenarios was about a strength and balance class for older people taking place in the town of Clyde, in NZ’s South Island. So we only ran that ad during times that those classes were taking place.

Then across all media, including broadcast television, we put a live time stamp on it to prove it was something ACC was providing “right now.” Because a live timestamp had never been placed on a commercial in New Zealand before, it gave viewers reason to sit up and take notice of our message.

We gathered data on where and when different ACC services were taking place around the country and made the content to suit. We overlaid this data with popular viewing times and participants demographics.

This gave us a great view of who to portray in our content, who to talk to, and when.

Because there was such a broad range of services on offer we were able to target different demographics around their viewing times and local areas.

Once the ACC service time location, and viewing times data was compiled, we had a strong understanding of what ACC were offering, where, and when. We were then able to tailor the creative content to suit. For example, one of our scenarios was about a strength and balance class for older people taking place in the town of Clyde, in NZ’s South Island. Not only did we shoot it there, with local talent, we only ran it while those classes were actually taking place. To prove that this was something happening right now, we put a live timestamp and location on the opening of each ad, coupled with the voiceover saying “it’s what we’re doing right now.”

Because a live timestamp had never been placed on a commercial in New Zealand before, it gave viewers reason to sit up and take notice of our message.

Engagement rates have been 500% higher than the ACC average. Visitors have spent an average of one minute eleven seconds on site learning more about ACC services, almost double the campaign target. 79% of all New Zealanders 18+ have seen the campaign, with over 1.9million completed views of the video content online. Cost per completed view is 4 times lower than the government benchmark.

Using live data and the live-time-stamp innovation to create surprise, relevance, and timeliness, we were able to drive incredible interest and engagement for a low interest category.