Driving Action: How Programmatic DOOH Helped NZTA Achieve 89% EV Policy Compliance

When the New Zealand Government introduced new road user charges for electric vehicles (EVs) and plug-in hybrid electric vehicles (PHEVs), public education became critical. The NZ Transport Agency (NZTA) partnered with Vistar Media to launch a programmatic digital out-of-home (DOOH) campaign that would cut through the complexity, inform EV owners, and drive timely registrations.

The Objective: Educate, Inform, Motivate

With a limited window to raise awareness, NZTA needed to deliver clear, timely messaging that encouraged EV and PHEV owners to register before the deadline. The campaign aimed to:

• Clarify the new charges and deadlines,

• Reach the right audience with precision,

• Motivate action and compliance.

Smart Targeting Meets High Visibility

Using Vistar Media’s programmatic platform, NZTA crafted a data-driven strategy to maximise impact:

• Strategic Placements: Ads were displayed near EV charging stations, transport hubs, and high-traffic areas frequented by EV and PHEV drivers.

• Rideshare Targeting: The campaign specifically targeted users with rideshare apps installed, recognising many of these drivers operate EVs or hybrids.

• Dynamic Messaging: Creative was updated in real time, including countdowns to registration deadlines and location-specific messaging to maintain urgency and relevance.

• Cross-Channel Reinforcement: Using device ID passback, NZTA extended the campaign’s reach online, retargeting users with digital ads for added engagement.

The Result: Turning Awareness into Action

“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

Key Outcome: 89% Registration Rate

This high-impact campaign achieved an impressive 89% registration rate, proving the power of programmatic DOOH in:

• Translating complex information into clear, actionable steps,

• Reaching the right audience with contextual relevance,

• Mobilising the public quickly and effectively.

You can download the PDF below.