Columbus Logo
Dentsu X
Amnet Logo

In 2015, the Country Fire Authority (CFA) of Australia tasked dentsu X and Columbus, A Merkle Company with the challenge of ensuring Victorians and travellers were fully prepared for the risks associated with bushfires and grassfires.

Partnering with sister-agency Amnet, the Columbus-dentsu X team’s strategy was to develop a dynamic content solution which integrated the Fire Danger Ratings data into programmatic display, paid search, and Facebook creatives.


Facebook users reached


actions generated across Facebook


Video views on Youtube and Twitter with an average view-through rate of over 17%


Programmatic display impressions


To avoid ad fatigue, the team needed to reduce generic fire safety messaging and deliver hyper-local and targeted creative to the right user at the right time.


Location-based targeting overlayed with age and gender data was used to serve each district with specific messaging tailored to its particular Fire Danger Rating.


Now in its second year running, this global-first campaign in search marketing has been crucial in alerting and educating Victorians about fire and fire risk.