Sometimes, the most impactful advertising comes from an unexpected place. In a creative and cheeky move, the New Zealand Department of Conservation (DOC) launched a billboard campaign in Australia with a single, compelling message: a challenge to redefine how a country counts its population.
The campaign, titled “It’s Your Move, Australia,” placed large billboards and smaller-format banners in high-traffic public transport hubs across Sydney and Melbourne. These billboards featured a simple, powerful line: “We count on nature, so now we’re counting it. It’s your move, Australia.”
A Masterclass in OOH Strategy
This campaign is a prime example of how to use Out-of-Home (OOH) advertising to generate buzz and get people talking. Here’s what makes it so effective:
- The Power of Simplicity: The message is direct and bold, designed to be understood in a split second by busy commuters. The campaign’s strength lies in its concise, provocative statement that immediately sparks curiosity.
- Hyper-Local Targeting: By placing the billboards in specific, high-visibility locations within Australian cities, the campaign directly targeted its intended audience—Australian citizens and policymakers. This focused approach ensured the message reached the right people in the right places.
- Integrated with a Broader Goal: While the OOH ads were the most visible part of the campaign, they were just one component of a larger strategy. The goal was to challenge Australia to re-evaluate its own threatened species laws and conservation efforts, making the billboards a physical call to action for a significant cause.
By using OOH as a strategic provocation, the New Zealand Department of Conservation has shown that billboards aren’t just for selling products; they can be a powerful tool for driving a conversation and inspiring change.