Hamish Smith
April 2022

MBM partners with LUMO to deliver market-first DOOH execution for Z Energy

To celebrate the drivers of electric vehicles on the streets of cites across the country, Z Energy has delivered a first for DOOH in New Zealand via MBM and leading digital billboard network, LUMO Digital Outdoor.

The innovative use of media is a part of the company’s recent ‘Moving with the times’ brand platform that launched last week.

“The campaign is an opportunity to celebrate the diversity of the country in which we operate, and for us to lean into the tough conversations we need to have to achieve a low carbon Aotearoa – showing all New Zealanders how Z is moving with the times," says Z GM Retail, Andy Baird.

"Z is already on its low carbon journey with ambitious emissions reductions targets and is committed to actively choosing to invest in low-carbon revenue streams that are better for both our customers and the planet.

We are playing in some of these spaces already. We were the first fuel company to introduce an EV charger at a retail service station, and recent co-funding from the Energy Efficiency and Conservation Authority (EECA) will see us scale up our network of EV charging infrastructure between Auckland, Hamilton and Tauranga.”

Powered by LENS – the market’s only live, camera based vehicle measurement tool for roadside DOOH inventory, the LUMO built HTML creative displays a live daily tally of EV vehicles that have driven passed each digital billboard.

The system’s proprietary technology detects number plates of vehicles as they enter the viewing zone of each roadside digital screen.

Each detection event is cross referenced against the Waka Kotahi database, in real time, to determine whether the detected vehicle can be categorised as an EV.

If true, the event is added to the daily count and pushed directly to the HTML creative to update a text widget on the creative template. Data supplied is completely anonymous, with simply a make and model reference to determine engine type.

LUMO Labs’ Head of Digital Design, Jamie Snow, highlights the role creative formats like HTML will play in growing DOOH generally.  

“We are seeing innovations in DOOH that are pushing it towards a truly digital media product. HTML is standard online, but we are only seeing its use sporadically across DOOH. The more we see in the programmatic DOOH space particularly, the more we will see formats like HTML being the standard”.

“DOOH creative has a way to come here in NZ, but it is reassuring that agency partners like MBM understand the capabilities of our network, enough so to help direct client’s towards best practice and executions such as what Z has achieved here”.

Kaitlin Mitchell, Business Director at MBM added that, “for Z to be  Moving With The Times, we need an open and collaborative approach from media owners to help us deliver innovative solutions. We are delighted we have been able to achieve that with LUMO.”

The campaign is live across LUMO screens in Auckland, Hamilton, Tauranga, Wellington, and Christchurch.

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