Osocio NL

These safety ads aim to hook a very specific audience

Posted by Tom Megginson | 13-02-2013 03:06 | Category: Corporate Social Responsibility



image

This New Zealand water safety campaign intrigued me enough that I had to look it up. As the father of an avid young fisherman, I’m used to the hyperbole of the genre. So I have to admit, the story pulled me in at the end.

Hutchwilco is an NZ marine sport and safety products company. So if you’re an angler down there, you would most likely make the brand connection with this very targeted corporate social responsibility campaign. It leads to an iPhone app:

Hutchwilco know that it’s boatie folklore not to tell anyone about your secret fishing spots. The only problem is, if no one knows where you go, finding you is close to impossible.
Secret Fishing Spots is our iphone app based system that lets you securely chart all your favourite spots, for family or Search and Rescue to access in the event of an emergency. Simply download the app to get started, and then add your spots or check in to existing spots each time you go out. The only people who can see them are a nominated person of your choice or those who are coming to find you.

That’s a pretty obscure need for some, but could be a lifesaver for a good chunk of Hutchwilco’s customers. And it’s some fine copywriting to boot. I took the bait, anyway…


image


Advertiser:
Hutchwilco
Agency:
DDB New Zealand
Additional credits:
Executive Creative Director: Andy Fackrell
Creative Directors: Steve Kane, Chris Schofield, Regan Grafton
Creatives: Rory Mckechnie, Damian Galvin, Adam Thompson
Producer: Dov Tombs
Photographer: Lewis Mulatero
Retoucher: Kevin Hyde
Designer: Reene Lam
Account manager: Nisa Solipo
Senior Account Manager: Jonathan Rea
Source:
Ads of The World







My comment



Comment:




Your comment will not be visible until a moderator approves it.








Some rights reserved 2005-2013 Osocio/Houtlust.
Disclaimer. Terms of use. Privacy statement.

Creative Commons License
This work is licensed under a Creative Commons Attribution-Noncommercial-No Derivative Works 3.0 License.







Support us

Do you like our blog? Support us with a donation.
We're non-commercial. We all make Osocio pro bono in our spare time and we can use some support.





image of a graduation cap

Recent in Academy


Does social media have the power to change the world?

Does social media have the power to change the world? The answer is yes. But there are still many obstacles, like censorship and literacy. Three-fifths of the world’s population is not connected. This video from the School of International Development at the University of East Anglia is a animated infographic…
Read more

Does Media Matter for International Development?

‘Does Media Matter for International Development?’ is a rhetorical question. From encouraging charitable donations and delivering public health messages to promoting democratic participation and state accountability; the media can play a crucial role in development. How should we respond to the growing importance of the media - including journalism, radio,…
Read more


About Osocio

Osocio is dedicated to social advertising and non-profit campaigns. It’s the place where marketing and activism collide. Formerly known as the Houtlust Blog, Osocio is the central online hub for advertisers, ad agencies, grassroots, activists, social entrepreneurs, and good Samaritans from around the globe.
Read more

(the about page is also available in Bahasa Indonesia, Chinese 汉语/漢語, Deutsch, Español, Français, Italiano, Nihongo 日本語, Ivrit עברית, Filipino, Polski, Português, Russian Русский язык, Slovenčina, Suomi, Svenska and Türkçe)