Geo-Targeting Lets Amcal Reach Tired Aussies

Amcal Pharmacy’s recent campaign, harnessed the dynamic capabilities of QMS’ national premium digital billboard portfolio and IMPULSE network to reach and educate Australians on the potential signs and symptoms of undiagnosed sleep apnoea.

With 80% of sleep apnoea sufferers not realising they have the condition, Amcal utilised real time traffic data via Google Maps on digital billboards across the country to provide commuters with live estimated travel times to the nearest Amcal Pharmacy.

They also dynamically changed their messaging throughout the day based on the time of day, to create relevant and engaging messaging such as “Are you still tired?” in the morning, “Feeling drained?” in the afternoon and “All you need is sleep” in the evening.

Kurt O’Brien, Head of Amcal Pharmacy, said that Digital Out-of-Home’s (DOOH) creative flexibility continues to allow Amcal to engage the right audiences with the right messaging at scale.

O’Brien added, “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.”

Sara Lappage, Chief Marketing Officer at QMS 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.”