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Direct Marketing
Ampol: Last Chance Servo
Saatchi & Saatchi Australia and ARN have teamed up to create 'Last Chance Servo' - an innovative 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 and dangerous roads. The hero 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. With hundreds of unique creative variants made possible by the Dynamic Audio decisioning engine, drivers are reminded to fill their tank at Ampol and conduct checks to ensure their vehicle can go the distance; from tyre pressure, oil, or coolant, to watching out for kangaroos at night. The campaign even mentions some of the locals drivers can expect to meet behind the counter at Ampol and the Glendambo Hotel. 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 even their last chance for a toilet break for 251 kilometres.
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