Digital OOH late-night twist on ‘You’re cooked’ campaign

Fire and Emergency NZ has launched a new late-night digital twist on its ‘You’re cooked’ campaign. The out of home takeover is aimed at reducing cooking-related fires caused by alcohol impairment. This time it’s showing punters where to get food before they go home.

The campaign targets peak drinking hours, with a full SOV takeover between the hours of 1am and 5am nationwide. That’s when people are most likely to be under the influence and make risky decisions when they get home.

The messaging is designed to intervene in real time. Location-specific maps steer people away from cooking on the stove and toward safer alternatives.

Fire and Emergency NZ national manager communications and engagement Amanda Duncan says late night cooking remains a leading cause of residential fires, particularly when alcohol is involved. This campaign is designed to interrupt that behaviour by providing a safer, simpler alternative in the moment.

Dynamic digital execution

The campaign’s dynamic digital execution displays a live map showing nearby food and takeaway places that are open. Messsaging directs people to grab food before they go home.

MBM business director Kaitlin Mitchell says the campaign pushes the boundaries of traditional messaging. It turns media channels into a real-time utility for everyday Kiwis.

“Using real time location data and live opening hours, we were able to redirect people away from risky late-night cooking decisions and toward safer, ready to eat alternatives nearby.”

Tackles a real-world issue

The creative runs across Go Media’s national digital out of home network. The live map updates throughout the night using a custom-built API by Latch. It pulls currently open quick service restaurants within an 800 metre radius of each screen location. This ensures the information remains relevant and useful as trading hours change.

Go Media programmatic director Kevin Van Wyk says: “Go Media is proud to put our national digital out of home network to work on a campaign that tackles a real-world issue. By combining dynamic creative with late night and early morning screen activations, the campaign delivers a timely message that cuts through and has the potential to save lives.”

The campaign is now live. It will continue to run during late night and early morning hours across the Go Media network throughout the high-risk summer season.

The post Digital OOH late-night twist on ‘You’re cooked’ campaign appeared first on stoppress.co.nz.