Awkboards

Out of Home Format/s
Digital Billboards

Campaign Details:
Green Cross Health’s Out of Home campaign used transaction data and custom-triggered digital billboards to announce its arrival on Uber Eats—in the most indiscreet way possible. From lubricants to laxatives, some pharmacy purchases can be a little awkward, but now, the embarrassment isn’t yours—it’s the Uber driver’s. Each time anorder was picked up, a highly public digital billboard humorously broadcasted the discreet delivery, letting New Zealanders know they could now skip the awkward checkout and have their essentials delivered straight to their door.

Judges’ Comments:
Clever use of data sets from two brands (purchase data from Life Pharmacy and delivery data through Uber Eats) with a humorous twist delivered through the creative. Showcased the strengths of Out of Home but bringing a new spin to existing use cases - with pre-identified embarrassing purchases” triggering the campaign, using time and geo- targeted media selection to showcase within specific areas just who was taking advantage of this new capability for Life Pharmacy. Clever and funny, the best combination.

Category:
Best use of Technology/Data / Best of the Best
Advertiser:
Green Cross Health
Campaign Title:
Awkboards
Creative Agency:
FCB
Media Agency:
Hearts & Science