We transformed Google Adwords into a bushfire alert network.

Our solution was born out of the thing people turn to first in an emergency, their smart phone - and the first thing they normally see, Google Adwords. We turned Adwords into a real-time alert network which served accurate, geographically relevant fire risk alerts.

Our solution was born out of the thing people turn to first in an emergency. Their smart phone. And the first thing they normally see when using their phone: Google Adwords.

So, we turned Adwords into a real time-alert network. A system that served accurate, geographically relevant fire risk alerts. We developed a dynamic content solution which integrated Fire Danger Rating Warnings Data, Weather Alerts and Geographic Zoning.

Using a mobile network location-based targeting system and a distinctive combination of Wi-Fi and telco signal strength, we mapped out locations which helped us accurately identify users' location within fire districts.

Our goal for this campaign was to prevent any casualties. No Victorian lost their life due to fire this season and whilst this cannot be attributed solely to our campaign, our 'alert ads' played a crucial role in educating Victorians and alerting them to take action. Our campaign mechanism helped amplify warning messages, maximising impressions, reducing ad-fatigue and reaching the most users possible - resulting in 1 in 2 Victorians were clicking on our ads during the height of summer. CPC of less than $0.5. Relevance to users was maximised through these trigger rules, resulting in a CTR of over 20%.