ARN and Saatchi & Saatchi Join Forces to Launch Groundbreaking ‘Last Chance Servo’ Campaign: Leveraging Dynamic Audio for Ampol’s Road Safety Awareness Initiative
In a pioneering collaboration between media giant ARN and leading advertising agency Saatchi & Saatchi, the innovative ‘Last Chance Servo’ campaign has been unveiled, aiming to revolutionize road safety awareness in Australia’s remote regions. Developed for Ampol, the campaign utilizes cutting-edge Dynamic Audio technology to deliver contextually tailored messages to drivers traversing one of Australia’s most perilous routes.
By tapping into ARN’s Dynamic Audio inventory, the campaign dynamically adjusts radio advertisements based on location, time, and weather conditions. This enables timely and relevant messages to be broadcasted to drivers using ARN’s iHeart app, offering crucial reminders and tips for safe travel along remote roads.
The focal point of the campaign is the Ampol “servo” in Glendambo, South Australia, situated along a particularly treacherous stretch of road. Drivers listening to podcasts or streaming radio via the iHeart app receive personalized alerts, urging them to prepare adequately for their journey and emphasizing the importance of fuel, supplies, and vehicle maintenance. The campaign’s versatility allows for hundreds of unique creative variants, ensuring maximum impact and engagement.
Michael Dargan, Head of Creative at ARN, expressed excitement about extending the campaign beyond urban areas, highlighting the significance of contextual relevance in media. Similarly, Noni Guest, Head of Brand and Marketing at Ampol, emphasized the campaign’s innovation in leveraging digital audio to enhance driver awareness and safety on remote roads.
Piero Ruzzene, Creative Director at Saatchi & Saatchi, underscored the campaign’s mission to mitigate road hazards in Australia’s rugged Outback, positioning Ampol as a brand attuned to the nation’s challenging conditions. The collaborative effort between ARN, Saatchi & Saatchi, and Ampol reflects a commitment to leveraging technology for social good and underscores the power of dynamic audio in driving impactful advertising campaigns.
With ARN pioneering Dynamic Audio inventory in commercial FM broadcasting, the ‘Last Chance Servo’ campaign represents a groundbreaking application of this technology to address critical road safety issues. Kade Robinson, Creative Director at ARN Sydney, praised the campaign’s contextual relevance and applauded Saatchi & Saatchi’s innovative approach.
The ‘Last Chance Servo’ campaign is now live on ARN’s iHeart app in selected regions of regional South Australia, marking a significant milestone in leveraging digital audio for public service messaging and brand engagement.
Credits
Ampol Australia
Noni Guest – Head of Brand and Marketing
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
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