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