Amcal Pharmacy’s latest campaign uses digital billboards to send messages to tired Australians and to educate them on the signs and symptoms of undiagnosed sleep apnoea.
The pharmacy chain is using real-time traffic data via Google Maps to provide passing commuters with live estimated travel time to the nearest Amcal.
Once there, consumers can get advice and products to help them sleep better after prolonged periods of travel or after a busy work day.
Eight out of ten sleep apnoea sufferers don't realise they have the condition (Frost & Sullivan, Underdiagnosing and Undertreating Obstructive Sleep Apnea, 2016).
Amcal has also implemented time sensitive creative, targeting consumers on their daily commute to see how they are feeling.
Running messages such as “are you still tired?” during the morning peak, “feeling drained?” during the drive home and “all you need is sleep” throughout the night.
Kurt O’Brien, Head of Amcal, says that Digital Out-of-Home’s (DOOH) creative flexibility allows Amcal to engage the right audiences with the right messaging at scale.
“As Australians return to their daily routines, naturally sleep is going to need to be readjusted," he says.
"Our goal with this campaign was therefore to highlight the symptoms of sleep apnoea to Australians at the right times, as we all start to re-emerge from lockdown restrictions and begin getting back into the swing of our weekly routines.”
"We know from previous campaigns that utilising the high impact locations of DOOH to reach big audiences, along with messages that can dynamically change to be more unique and in the moment, ultimately helps to drive better outcomes.
“As Australia’s largest sleep apnoea pharmacy network, we wanted to help educate the public during moments where they might be experiencing some symptoms of sleep apnoea and then help them safely search for more information or locate their nearest Amcal, where our expert team can assist them to optimise their sleep."
QMS chief marketing officer Sara Lappage commended Amcal’s continued efforts to expand and explore the creative possibilities of DOOH.
“The capabilities of DOOH are increasingly being utilised by clients, however Amcal’s continued focus and effort to ensure they maximise the ability to deliver informative and relevant messages to mass audiences demonstrates that targeted messaging on high impact locations delivers results," says Lappage.
“As a business, we live and breathe digital, so to see a brand like Amcal return and expand their creative to include time of day messaging and live traffic feeds excites us and helps push the DOOH industry forward with creative possibilities that provide proof to the message.“
The Amcal Sleep campaign is running exclusively across QMS’ premium digital billboard and IMPULSE network.
Campaign Credits
Client: Amcal Pharmacy
Campaign: Amcal Sleep
Creative: Wellcom
Production: QUBE by QMS
Media: Nunn Media
Outdoor: QMS Media
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