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    ARN and Saatchi & Saatchi partner to protect outback drivers

    ARN and Saatchi & Saatchi have partnered to create a digital audio campaign turning Ampol’s radio ads into lifesaving road safety alerts.

    The Last Chance Servo campaign uses ARN’s dynamic audio inventory to trigger contextually-tailored commercials, leveraging location, time, and meteorological data to communicate with drivers travelling along one of Australia’s most remote roads. 

    The centre of the campaign is an isolated Ampol “servo” in the small village of Glendambo in outback South Australia. 

     

    Drivers in the area who are listening to podcasts or streaming radio on ARN’s iHeart app will hear timely reminders to prepare for the potentially perilous journey ahead of them – where running out of fuel and water can escalate into a life-or-death situation.

    Michael Dargan, ARN head of creative, said, “We’ve seen fantastic results from our Dynamic campaigns in cap cities, so we’re thrilled to be extending the inventory beyond regional stations into remote areas.

    “Contextual relevance at scale is a huge focus for us in media, and at ARN we’re thrilled to be right in the middle of that discourse, producing data-driven, hyper-targeted and contextual messages for clients across Australia.”

    The Last Chance Servo campaign message is reinforced on the ground with point-of-sale collateral at the Glendambo Ampol, so that drivers won’t miss their last chance for food, refreshments, and toilet breaks for 251 kilometres. 

    Piero Ruzzene, creative director at Saatchi & Saatchi, added, “The heat, inhospitable terrain, and vast distances of the Australian outback claim roughly 40 lives a year.

    “For this reason, the humble Ampol servo is vital in remote parts of Australia. With ARN, we saw an opportunity to help avoid future tragedies and prove Ampol’s positioning as a brand that understands Australia’s uniquely tough conditions.

    Last Chance Servo takes dynamic audio technology and reimagines it to alert drivers of the dangers of driving through the outback unprepared while directing them to stop at a nearby Ampol station to stock up, rest and prepare for their (now safer) journey ahead.”

    Ampol’s Last Chance Servo campaign can now be heard on ARN’s free iHeart App in selected areas in regional South Australia. 

    Credits:

    Ampol Australia
    Noni Guest – Head of Brand and Marketing

    ARN
    Kade Robinson – Creative Director
    Anthony Badolato – Mixing Engineer
    Todd Falusi – Mixing Engineer
    Ray Peters – Recording Engineer
    Michael Dargan – Head of Creative
    Ashley Lush – Group Business Director, Agency
    Jenna Thomas – Account Director, Agency
    Susan Dickens – Senior Account Director, Agency

    Saatchi & Saatchi Australia
    Dave Bowman – Group CCO
    Mandie Van De Merwe – CCO
    Avish Gordhan – CCO
    Piero Ruzzene – Creative Director
    Carlo Mazzarella – Creative Director
    Mac Wright – Copywriter
    Tamara Kennon – Senior Integrated Producer
    Dave Tang – Director
    Joe Giuffrida – Edit & Motion Graphic Lead
    James Tracy-Inglis – Group Account Director
    Suzanne Leddin – Account Director
    Edward Moult – Account Manager
    Allie Naylor – Account Manager

    The post ARN and Saatchi & Saatchi partner to protect outback drivers appeared first on Mediaweek.

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