Fire and Emergency New Zealand // You’re Cooked Campaign // GO Media

Using Location Intelligence to Support Safer Decisions

This public safety campaign for Fire and Emergency New Zealand used Dynamic Content Optimisation (DCO) and precise location awareness to address one of New Zealand’s leading causes of house fires: cooking while intoxicated late at night.

Activated during high risk late night/early morning hours, the ‘You’re Cooked’ campaign displayed maps showing late night food options open within an 800 metre radius of each billboard. By surfacing nearby alternatives in real time, the creative offered a safer, practical option at the exact moment people were most likely to make risky choices.

Delivered in partnership with GO Media, the campaign demonstrates how dynamic out of home can move beyond awareness using relevance, proximity, and timing to influence behaviour and reduce real world risk.