BACKGROUND:

The threat of bushfires is something many Australians live with every day. However, existing alert systems were challenged by how unpredictable a fire can be. We needed to ensure those in harm’s way had relevant, up-to-date information, wherever they were.

IDEA:

We transformed Google Adwords into a bushfire alert network.

Our solution was born out of the thing people turn to first in an emergency, their smart phone - and the first thing they normally see, Google Adwords. We turned Adwords into a real-time alert network which served accurate, geographically relevant fire risk alerts.

For the alerts to be most effective, they needed to gather real-time data from multiple sources.

Alert Ads are ultimately a system that serve accurate, geographically relevant fire risk alerts.

We developed a dynamic content solution which integrated Fire Danger Rating Warnings Data, Weather Alerts and Geographic Zoning.

Using a mobile network location-based targeting system and a distinctive combination of Wi-Fi and telco signal strength, we mapped out locations which helped us accurately identify users’ location within fire districts.

The power of Alert Ads is in its integration, collection and digital display of data. 

The fire authority warnings, the weather, and fire movement data has always been attainable, but never collated, harnessed and directed to a geographically relevant audience.

The combination of data, and the creative use of Google Adwords as an alert mechanism, made for a highly visable and useful tool for Australians when in need of information.

For the campaign to be successful, we needed to simplify the complexities around fire danger warnings. Due to the diverse set of risks posed by fires at a local level, we needed to deliver multiple messages to a wide range of audiences at either different times or simultaneously if conditions demanded. With all activity being intrinsically linked to weather conditions we had to find a creative way to plan for fire danger risks. The true hero of the strategy was our ability to successfully map the CFA (Country Fire Authority) data against nine districts to serve ‘hyper’ local results.

RESULTS:

Our goal for this campaign was to prevent any casualties. No Victorian lost their life due to fire this season and whilst this cannot be attributed solely to our campaign, our ‘alert ads’ played a crucial role in educating Victorians and alerting them to take action. Our campaign mechanism helped amplify warning messages, maximising impressions, reducing ad-fatigue and reaching the most users possible - resulting in 1 in 2 Victorians were clicking on our ads during the height of summer. CPC of less than $0.5. Relevance to users was maximised through these trigger rules, resulting in a CTR of over 20%.