Set your data free / This campaign is a great example of creative data: at face value, purchase data is not all that interesting, but these OOH ads do a great job of bringing it to life by incorporating the location and real-time element and making it visually striking. Filling 90% of the yellow billboards with purple all-upper-case text like ‘CONDOMS’, ‘FUNGAL CREAM’ or ‘WART REMOVER’ makes the ads hard to miss, while the simplicity of the design makes them recognisable as a cohesive series. Knowing that someone nearby has ordered some diarrhoea pills makes the ads immediately more relevant to the viewer, while landing the message that they too can anonymously and discreetly order their pharmaceutical goods to be delivered.
Lean in / The Awkboards hit on a human truth: most people will have had to navigate an embarrassing ailment and fear the awkward interaction with the pharmacist. By saving people the embarrassment of asking for or collecting their medication, Green Cross Health is removing a barrier to seeking treatment and incentivising people to purchase its products. The Awkboards also remove some of the shame surrounding common complaints – they say that someone like you, near you, also has warts – and like them, you can order wart remover from the privacy of your own home.
Although it’s a small campaign, it has broad relevance; the delivery service is available across 600+ Unichem and Life Pharmacy products, so the campaign serves the brand as a whole – not just a single group of customers or brand carried by the pharmacy chain.
