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Driving action: How programmatic DOOH helped achieve 89% EV policy compliance

NZTA campaign on oOh! bus shelter

Industry

Transportation

Challenge

Educate EV and PHEV owners on New Zealand’s new road user charges so they understood the policy and registered on time.

Results

By leveraging Vistar Media's advanced programmatic platform, NZ Transport Agency (NZTA) delivered targeted, real-time messaging to educate Kiwis about the new policy and motivate them to act before the deadline.

Key Product

Dynamic creative

nzta.govt.nz
89%
registration rate
NZTA

Leveraging data for targeted impact

To tackle this challenge, NZTA combined high visibility with data-driven targeting. This innovative approach enabled NZTA to cut through the noise and deliver educational content to the right audience at the right times and palaces.

 

-> Data driven targeting
Using Vistar Media’s programmatic platform, NZTA strategically placed ads near EV charging stations, transport hubs and other high-traffic areas frequented by EV and PHEV owners.

-> Rideshare driver targeting
NZTA identified and targeted consumers who had devices with rideshare apps installed, knowing these drivers frequently use EVs and PHEVs.

-> Creative messaging
The campaign featured real-time creative updates, such as countdowns to the registration deadline, and tailored messages that kept the content timely and relevant.

-> Multi-channel retargeting
Leveraging device ID passback, the campaign extended its impact online, reinforcing messages through digital ads to drive additional engagement.

NTZA_Jolta_EV_OOH"Programmatic DOOH allowed us to cut through the complexity and deliver the right message at the right moment. By combining precision targeting with dynamic creative, we turned awareness into action—helping to drive an 89% compliance rate and ensuring EV owners were informed and ready.”

Georgia McNaught | Client Partner at MBM

NZTA_Jolt_Ad_CompressedDriving results

With an 89% registration rate, this campaign’s success underscores the power of programmatic DOOH in educating and mobilising audiences. By blending high-visibility DOOH placements with precise targeting and dynamic messaging, NZTA turned a complex policy shift into an accessible and actionable campaign.