Auckland Transport partners up with Val Morgan to launch live in cinema ‘Distractions’ campaign

Auckland Transport and Val Morgan have partnered to bring to life the new distractions campaign with a live in cinema ‘Killer Joke’ activation. The campaign launched last night with a live stunt at the release of Hangover 3 at Hoyt’s Sylvia Park.

‘Killer Joke’, created by Work Communications and production company Zoomslide, mirrors the start of a short movie which played in a solus position before the start of the movie. During the commercial an actor interrupts the unsuspecting audience distracting them to turn and listen to a joke. At the end of the joke the distracted driver on screen is involved in an accident.

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The stunt captured the attention of moviegoers who reacted with surprise and talked with people around them and in one session the audience clapped afterwards.

Says Suzie Lamborn, sales director at Val Morgan New Zealand: “We’re excited to bring the distractions campaign to life highlighting the critical message of distracted driving and the impact it can have on our roads. We have worked in collaboration with Work Communications from the inception of this campaign and we knew that it would have a massive impact on the audience. It was perfectly timed with the release of the blockbuster ‘The Hangover 3’, a hilarious comedy with a male skewed fan base which is an ideal fit with the core target audience. The distractions campaign highlights again how in the cinema environment brands can leverage innovative creative thinking and literally bringing ideas to life.”