New Zealand Police // Live Descriptions Campaign // LUMO Labs

Turning Real Voices into Real Time OOH

This campaign for New Zealand Police used Dynamic Content Optimisation (DCO) to bring live, audience generated descriptions into digital out of home in real time.

Running alongside a radio activation, listeners submitted descriptions of themselves or their mates, which were then published dynamically to billboards via a custom CMS. Each submission could be targeted by location, ensuring descriptions appeared only in the relevant city, keeping the messaging locally grounded and highly relevant.

A built in preview and approval workflow gave the client full control over how each message appeared before going live, balancing spontaneity with brand safety. The result was an engaging, location aware execution that blended radio, OOH and real time interaction to create standout recruitment messaging.