We want people to buy the safest car they can afford. Every day, there are around 30 road crashes on New Zealand roads. If all drivers changed their current vehicle to the safest in their class, this number would drop by a third.
Find out more about buying a safer car at www.rightcar.govt.nz
The target audience
Our vehicle safety advertising campaign targets New Zealanders that are currently looking to buy a new or used car. It targets people between 30-49 years who generally want to buy a safe car but don’t actually know what constitutes ‘safety’.
The campaign encourages these people to make safer vehicle choices by specifically looking for two key safety features in their purchase – electronic stability control and side curtain airbags. The message of the campaign is that ‘cars with electronic stability control and side curtain airbags will protect you much more than cars without.’
Our approach
When people look to buy a car, they tend to use the internet to do their initial research. Trade Me is exceptionally strong in this area with the site attracting 79% of all online vehicle researchers. Based on this, the campaign is largely focused online; predominantly on Trade Me. Advertising appears on most of the pages in the motoring section of the site as well as the motor contents page of the Car buying guide. The campaign is also supported with print advertisements.
Online advertising
Video
Banner
Car buying guide
Print advertising
