FCB takes out News Works’ inaugural Day of Influence challenge with Fire Service entry

FCB has won News Works’ inaugural Day of Influence challenge with an inspired creative entry for the NZ Fire Service.

The New Zealand Fire Service stands to benefit from $300,000 worth of free advertising to be used in a single day across newspapers, web and mobile.

The challenge, promoted by News Works, was won by Auckland-based agency FCB which based its campaign on the danger of fire and value of installing smoke alarms.

Says Hilary Barrett, media manager at FCB: “With frequent media stories about fires, Kiwis can get over-exposed to the point of becoming desensitised.

“We wanted to use this fantastic opportunity to demonstrate, through the power of print, the danger of fires. Our aim is to get as many Kiwis as possible to install or check their smoke alarms in their homes on a single day.

“FCB’s idea is to let New Zealanders literally hold the remains of a house devastated by fire. People will have to look out for the Day of Influence to see how we’re doing this.”

Barrett said FCB’s entry was an integrated effort from the agency’s team with great support from the Fire Service to get it over the line.

Diane Hannay, News Works’ head of marketing, said the judges were delighted to have found a strong entry that leveraged the power of integration across print, digital and mobile media.

“While there were many highly creative entries, the Fire Service campaign stood out for its unique use of print media.”

While the Day of Influence is a New Zealand first, it has been a feature of UK news media for many years.