AUCKLAND, Today: Fire and Emergency New Zealand has rolled out a late-night digital out of home campaign aimed at reducing cooking-related fires linked to alcohol.
The campaign appears during peak drinking hours, when people are more likely to head home and make risky decisions in the kitchen.
Instead of cooking, the campaign nudges people toward safer options. The idea is simple: grab food before you get home. At the centre is a dynamic digital execution featuring a live map showing nearby food and takeaway spots currently open.
The screens take over 100% share of voice nationwide between 1am and 5am, directing late-night crowds to food options close to each screen.
Kaitlin Mitchell, Business Director at MBM says the campaign rethinks how media can help in real-world moments.
“This campaign was about turning media into a utility that was genuinely useful in the moment. 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.”
“This campaign was about turning media into a utility that was genuinely useful in the moment.” – Kaitlin Mitchell, Business Director at MBM
The creative runs across Go Media’s national digital out of home network. A custom-built API by Latch updates the live map throughout the night, showing quick service restaurants open within an 800m radius of each screen.
Kevin Van Wyk, Programmatic Director at Go Media 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.”
Amanda Duncan National Manager, Communications and Engagement at Fire and Emergency New Zealand says late night cooking remains a leading cause of residential fires, especially when alcohol is involved.
The campaign is designed to interrupt that behaviour by offering a safer and simpler alternative in the moment.
The campaign is now live and will run across the Go Media network during late night and early morning hours throughout the high-risk summer season.
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