Amcal geo-targets tired Aussies in digital out of home campaign

Amcal Pharmacy is using digital out of home (DOOH) to target tired Australians with time-of-day messaging that aims to educational on sleep apnoea.

The campaign creative was put together by Wellcom, in collaboration with QMS and Nunn Media, and looks to tap into Aussies returning to their daily routines by using real-time traffic data and directing people to their nearest Amcal Pharmacy.

Studies show that 80% of sleep apnoea sufferers do not realise they have the condition, and Amcal says each pharmacy is equipped to help with the right products and advice around sleep.

The time-sensitive creative messaging runs through messages like “are you still tired” during morning peak, and “feeling drained?” for the drive home. The assets are also running “all you need is sleep” messaging throughout the night.

Head of Amcal Kurt O’Brien said DOOH is flexible enough to engage with audiences with the right messaging at scale.

“As Australians return to their daily routines, naturally sleep is going to need to be readjusted. 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,” he said.

“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.”

The Amcal Sleep campaign is running exclusively across QMS’ premium digital billboard and IMPULSE network.

QMS chief marketing officer Sara Lappage said she was pleased to see a brand like Amcal using its DOOH network again, proving the power of time of day messaging.

“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,” she said.

“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.”


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