Vector Lights

Auckland City, New Zealand

Background & Urban Challenges

New Zealand faces significant vulnerability to the effects of climate change, especially because many of its major population centers, including Auckland, lie on coastal regions or along major rivers. As a result, issues like sea level rise, extreme weather events, and dwindling freshwater supply threaten the vitality of urban life.

Because the country is so reliant on the natural environment for its prosperity, New Zealand has emerged as a green energy leader with one of the lowest rates of carbon emissions. Approximately 80% of its electricity is renewable, with hydropower, geothermal power and wind energy comprising the majority of the energy mix. Photovoltaic solar energy has been taken up on a small scale, but overall comprises only 0.2% of the energy supply and has expanded more slowly compared to other OECD countries. It remains an opportunity ripe for disruption as installation prices continue to drop.

Objectives

Vector Lights aims to make use of an iconic piece of urban infrastructure as a continual storytelling canvas to promote renewable energy and raise awareness of the critical role of renewable energy. Through it, we are telling the story of our shared commitment to energy efficiency, carbon emission reduction, and innovation, all the while transforming an iconic structure with stunning light shows celebrating this diverse city for the next decade and beyond. 

Vector Lights aims to achieve the following objectives:

Auckland Council

• Increase awareness of energy consumption and carbon reduction targets.
• Inspire and excite Aucklanders and increase awareness of events.
• Position Auckland as a leader in sustainable energy/clean technology.

Vector Group

• Demonstrate leadership in new energy technology integration.
• Reposition the brand as innovative.
• Increase consumer awareness and consideration of solar and battery energy solutions.

Communication Objectives for Vector Lights

• Attract 20-25% of Aucklanders to see the launch of Vector Lights.
• Promote an understanding of solar and battery storage technology to local communities.
• Inspire all audiences - local, national, and global - with a one-of-kind creative display.
• Build awareness of the name 'Vector Lights' and establish the social media hashtag #vectorlights.

Solution Descriptions

Vector Lights on Auckland Harbour Bridge is a partnership between Auckland Council and Vector Group create a world-class landmark championing a smart energy future. It is the first installation of its kind in the world: the main city bridge lit entirely by solar energy, with battery and peer-to-peer technology. The lights are programmed for public viewing on special events and holidays throughout the year, such as to celebrate Maori New Year and Auckland Pride.

Vector Lights is a collaborative effort among many stakeholders from the public sector, private sector, and civil society. The core partners are Vector Group, the Auckland City Council and the NZ Transport Agency. Other stakeholders included Panuku Development Auckland, creative agencies Colenso and Assembly, the Office of the Mayor of Auckland, Ministry of Transport, Auckland Transport, Auckland's iwi, local residents, Auckland Council governing body and more.

For build-up and launch, Vector Lights engaged schoolchildren by creating a competition called Design The Future, in which kids brainstormed and submitted their own smart energy inventions. This was spearheaded by engineer and educator Dr. Michelle Dickinson (known publicly as Nanogirl), who has extensive experience engaging children from diverse backgrounds to build confidence around science and technology. Furthermore, the competition winners were invited to be the guests of honor at launch, making young people the focal point of the 'lights-on' event. Centering children is also more appealing to audiences and media outlets compared to featuring dignitaries or executives.

The Vector Lights launch event needed to be informal and accessible, with the bridge as 'hero', and with media having access to spokespeople. A casual BBQ at Little Shoal Bay in Northcote was hosted with members from stakeholder organizations, elected city representatives and Prime Minister Jacinda Ardern. The viral, wide-reaching power of social media was also leveraged by emphasizing the Facebook live-stream. Cameras were stationed at either side of the bridge and crowds were managed to ensure viewability.

Since the initial launch, Vector Lights has continued to host popular light shows to celebrate special events and holidays year-round. A calendar of all upcoming light events is available on the Vector website. These programs appeal to diverse members of society, raising awareness for causes from Blue September (prostate cancer) to the Hindu festival of Diwali.

Result & Reflections

Vector Lights' six minute launch show reached 5.4 million people (combined statistics from all media, streaming, social engagement, etc.). Vector Lights has received media coverage from every major national outlet as well as hundreds of pick-ups from international media organizations. Research conducted by Vector post-launch has shown that 59% of adult Aucklanders have heard of Vector Lights, 34% have watched a Vector Lights show, and 83% of viewers said they 'enjoyed' or 'loved' watching Vector Lights (against a target of 25%). 

Metrics highlighting public engagement with the Vector Lights launch are showcased below: 

Launch Announcement:

• Local media: 35+ individual news items in 2 days

• 95% positive reaction

• 80% attribution

• Social media reach: 338,879

• Impressions: 399,331

Launch Statistics: 

• Tens of thousands of people turned out around the harbour. Crowd estimates include: 1,000+ on Mt Eden, 800+ on Mt Victoria, 500+ in Devonport, 500+ at Te Atatu Peninsula, 3,000 at Little Shoal Bay, and thousands more along the city and North Shore waterfronts.

• Online streaming:

• 14,000 views of Vector's Facebook live

• Increased to 77,000 within 3 days

• Facebook launch event reach: 471,000+

• Facebook sentiment analysis:

• Positive or neutral = 765

• Negative = 54

• Auckland Council social media reach: 350,000+ (Facebook, Instagram, Twitter)

• Vector social media reach: 250,000+ (Facebook, Instagram, Snapchat)

• Hero launch video: 74,000 views in 2 days (via all social and news platforms)

Further post-campaign research has demonstrated that awareness of Vector's solar business has increased to 11% (up from 9%) and battery awareness is now 6% (up from 4%). These improvements demonstrate the capacity of public landmarks like Vector Lights to increase positive public perceptions of clean energy solutions. It is especially effective in raising awareness among younger demographics who will shape Auckland's energy future, many of whom attend light shows with their families or competed in the "Design the Future" competition. As Vector Lights continues, the project will aim to increase awareness numbers as viewers connect the events to support for green energy.

Vector Lights is a 10-year commitment and will continue to champion innovation as Auckland grows. An array of new stories will be told via events. Lessons learned from the launch will allow us to continue to improve, inspire and excite Auckland and the world.