CAMPAIGN TYPE: Custom
LOCATIONS: Auckland, Hamilton, Tauranga, New Plymouth, Lower Hutt, Wellington, Dunedin, Invercargill
REACH: 457,000 people in association with vehicles per month
PROMOTION: Road Safety
COMMENTARY: This campaign provides an experiential message in that the audience can physically see the differences in stopping distances as they drive past the banner. Each 8 metre long banner was strategically placed within the chosen parking environments in order to have the greatest impact on the audience and appeal to them at the time that the message will have the greatest meaning - as they make their way out of the car parks and onto urban roads. It is at this point of exit that the audience makes a decision about how they are going to drive (whether consciously or subconsciously) and the NZTA message reminds them to actively consider the issue of road safety and the consequences of speed.