Objective
Increase brand awareness across Auckland, driving the association between Mercury and the moving process.
Approach
Build mass awareness and drive frequency of campaign messaging to ensure Mercury is impossible to miss throughout the campaign period. JCDecaux's most impactful touchpoints, in the highest reaching locations, were selected to paint the city yellow, reaching audiences at various points throughout their day.
Execution
To own the moving process and communicate that "moving doesn't have to be painful, with Mercury it can be wonderful", Mercury ran across a range of high-reaching Digital and Classic Large Format sites, as well as Airport, in Auckland. Multiple creative messages ran to keep audiences engaged and entertained, while an innovative special build ran to add 'wow' factor to the campaign.
