The opportunity - New cycling and walking ‘shared paths’ were being built across Auckland. Our task was to educate pedestrians and bike riders on how to share the paths safely, with a positive attitude – and get people excited about it.
The strategy - The work had to communicate ‘the rules’ of shared paths in a non-preachy, light-hearted way. Both media and creative needed careful consideration to gain cut-through with people already using the paths and to target potential users, too.
The creative - We embraced a happy go lucky tone. Designed and mounted giant emojis. And launched ‘share with a smile’ on high-traffic shared-paths throughout Auckland. Emojis helped tell the story quickly – they proved to be an engaging vehicle for getting a serious message across in genial way.
The emojis struck a chord with Auckland’s cyclists and walkers, reaching 299,300 people across the month of activation. Better yet, our ‘snap your selfie and be in to win’ social media promotion generated a total number of 1,147,061 impressions.
We created simple iconic posters featuring our share the path message and strategically placed them around the city in close proximity to shared paths.