Fire and Emergency leveraged Perion’s programmatic DOOH technology to transform live fire data into hyper-local safety messages, driving real behavioral change across New Zealand.
MBM
Despite most New Zealand homes having smoke alarms, hundreds of residential fires still occur each year — leaving families with only minutes to escape.
Fire and Emergency sought to reach “Intenders” — safety-conscious households who understand the risk but rarely take action. The challenge was turning awareness into preparedness.
The goal was to make fire safety feel personal and immediate by transforming verified fire data into real-time, location-based DOOH messages that encouraged families to act before it was too late.
In partnership with MBM, Fire and Emergency launched “FireNear” — a first-of-its-kind, API-based dynamic DOOH system that turned real residential fire data into live, localized triggers for action.
Each morning at 7 a.m., the FireNear API collected new residential fire entries from Fire and Emergency’s internal system, matched each incident’s postcode with nearby digital out-of-home screens within a 3 km radius, and automatically displayed suburb-specific creative such as:
“Is the recent house fire in Henderson on your mind? It takes 3 steps to prepare. Visit escapemyhouse.co.nz.”
This real-time automation reframed fire safety as an immediate, local concern — turning housefires into hyper-relevant prompts for preparedness.
While the broader campaign incorporated digital and broadcast touchpoints such as Connected TV and online video, Perion’s programmatic DOOH activation served as the real-time data backbone — dynamically linking verified fire incidents to nearby audiences through live triggers and contextual precision at scale.
The FireNear campaign proved that contextual, data-led DOOH can drive measurable behavior change.
By transforming real house fire data into actionable, localized DOOH communication, Fire and Emergency and Perion turned awareness into measurable action — setting a new benchmark for how programmatic DOOH can support public safety initiatives.
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