AUCKLAND, Today: Content production agency Wellcom, with MetService and indie media agency Together, has developed a new campaign for NZ’s largest LPG retailer, Rockgas to promote a new location and real-time weather data targeting capability.
The approach, conceived by Together, builds on a creative campaign developed by Wellcom. It features multiple prompts, encouraging potential customers to choose Rockgas. The prompts vary depending on changes in weather and proximity to Rockgas outlets.
The campaign is powered by MetService’s smart weather insights, that build on their forecast and observational data to create more focused targeting.
“The campaign is part of a wider strategy to reintroduce the Rockgas brand to New Zealanders this winter.”
MetService’s GM Interactive Craig Delany said: “For Rockgas, we’ve developed a new way of targeting which uses our network of real-time observations and finely tuned forecasts to display the campaign when a location sees a significant temperature drop over a short period, or if the temperature is significantly cooler than usual for that location.
“As a result, Rockgas can reach people when they are most likely to be feeling the cold and thinking about their heating and hot water needs.”
“We’re fortunate to have a clever team of scientists and developers who enjoy the challenges that creating specialised weather targeting brings. As a publisher it’s great to be able to deliver our clients’ messages when they’re relevant to our audiences.”
Together managing partner Kris Hadley said: “Working alongside the MetService team on this campaign has allowed us to identify the most valuable moments for Rockgas and deliver focused, localised messaging that reflect their business drivers.
“It’s been a great project to collaborate on.”
Rockgas marketing manager Wendy Rayman said: “We’re excited to be working with MetService on this New Zealand first. At Rockgas, we are pioneers for LPG, with the first bottles delivered in 1934. We continue to be pioneers with this campaign, to reach a highly-targeted audience and offer a highly-relevant message to that audience based on their need.
“Typically, you would see the same ad in various spaces. What makes our campaign unique and different is that we are also testing different ads across those spaces – with no less than 76 different variants. This allows us to be truly customer-focused and connect based on their lifestyles and needs.
“It also means we can truly live up to our value proposition of always being there for Kiwis when they need us – whether it’s instant heat, endless hot water or always cooking with gas.”
The campaign is part of a wider strategy to reintroduce the Rockgas brand to New Zealanders this winter.
CREDITS
Client: Rockgas
Media Agency: Together
Creative Agency: Wellcom NZ
Publisher: MetService
Targeting Design: Abby Keplar, Stephanie Raill, Richard Holmes
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