The first ever campaign triggered by earthquakes also triggers real action, with a big lift in traffic to EQC’s site. VML & EQC built an app to help Kiwis stay safe and protect their homes and themselves.
Earthquake Triggered
The first campaign triggered by earthquakes
Client
- EQC
Office
- Australia & New Zealand
Research, and our own personal experience as Kiwis, has shown that people are more likely to think about making their home safer in an earthquake right after a decent shake.
Now, something else happens in that post-quake moment. An API (Application Programming Interface) monitors Geonet quake data. If enough people in a region respond with ‘Felt it’ they get served a campaign to remind them of the promises they made to themselves last time a quake hit. Higher severity leads to more media being sent.
This perfect timing has proved incredibly effective in motivating people to visit EQC.govt.nz to learn how to protect their home and whānau.
Click-through rates jumped by an average of 383% and as high as 1233% on sites like MetService. Traffic from Neighbourly.co.nz saw time-on-site reach 1 minute 57 seconds, all by being there at the right time.
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