Our targets were tourists travelling in campervans over the time of NZ’s Rugby World Cup. Specifically British, Australian, Welsh and South Africans. You’re never so patriotic as when you’re in a foreign country. Our targets were rugby visitors driving around New Zealand listening to sports radio. So, we played radio ads sung to the tune of each of our target’s national songs (not all of the countries let us alter their actual anthems), causing them to prick up their ears. But we also changed the lyrics to include a campervan fire safety message that was both informative and fun to listen to.

The goal of this direct radio was to inform the 4 target nationalities how to prevent fires in campervans and what to do in case of a fire. They were directly targeted on rugby sports radio, directed to call 111 (the emergency response number in NZ) and visit the Fire Service's website should they need to know more. No campervan fires were reported over the time of the Rugby World Cup.