Client: NZ Government
Product: Public Service Announcement
Title: The Public Service Banger
Media: Music Video
Country: New Zealand
Date Of Campaign: December 2020
Background: New Zealand had successfully eliminated Covid-19, and the country was heading into summer virus-free – with large gatherings such as music festivals going ahead. However, too many Kiwis were adopting a complacent attitude towards health & safety.Our objective was to target the most complacent NZers; young people attending large music festivals and encourage them to wash & sanitise their hands, scan QR codes at events, and turn on their bluetooth enabled NZ Covid tracer app. The problem was, our audience was there for a good time, not for a boring government announcement. That’s why the solution had to be more than a message, but a memorable festival moment which showed the government truly cared about their health, but also, their fun.
Idea: Every leader facing the pandemic has a health advisor. Trump has Dr. Fauci, Borris has Dr. Whitty and Jacinda, our PM, has Dr. Ashley Bloomfield. After appearing in daily government press conferences alongside Jacinda Ardern, Kiwis grew to love his mild-mannered personality, promoting him to the highest status of any New Zealander; ‘national treasure’. Dr. Ashley Bloomfiled had become the face of New Zealand's Covid-19 response. That’s why it made sense to harness his credibility and newfound popularity, to create ‘The Public Service Banger’ - the world's most unconventional Covid-19 PSA. We collaborated with local DJ, MACSEN, to produce a dubstep Covid-19 Public Service Announcement & music video that played at NZ’s biggest festivals. The track features ‘national treasure’ and ‘influencer’ NZ Director-General of Health, Dr. Ashley Bloomfield, telling festival-goers to wash & sanitise their hands, and use their bluetooth enabled NZ Covid-Tracer app.The dubstep PSA worked. It gave our message one of the biggest and most PR-able stages that the world of government has ever seen, and turned young people into health and safety advocates.
Results: The PSA helped us cut through the complacent attitude held by thousands of young NZ festival-goers, and delivered a message of safety in an unforgettable way. Since the PSA first aired at festivals, there has been a 30% growth in QR codes scanned and a 195% increase in use of Bluetooth Covid-19 tracing. Organic PR generated off the back of the PSA had 2,300,000 views, created 47,000,000 organic impressions, and was heralded on the New York Times, as well as the Guardian as an example of New Zealand’s world-leading Covid-19 communication response. The NZ Government invested $40,000 NZD into the campaign, their ROI was 0.12c for every kiwi who danced, 0.02c for every view and 0.08c for every opportunity to see. 1 in 4 Kiwi millennials danced to an ad, from a government, encouraging young people to wash their hands.