The Campaign

Our research highlighted that difficulty of access was a major barrier to vaccination, with our busy working target audience struggling to find time in their schedules to book in their vaccination. Lower socio-economic groups working full-time were identified as a key target, as they were most likely to be at risk financially should they have to take time off work due to illness. To overcome the barrier to behaviour change around accessibility we needed to give the target the motivation to get vaccinated and also give them the opportunity through making it as easy as possible to access a centre. The creative idea focused on the feeling of satisfaction that protecting yourself from the flu brings, and invited people to ‘get smug this winter’ by getting their flu shot. This was combined with a call to action driving them to their nearest centre, prompting them to act on the opportunity.

Creative Execution

Client first party data on centre locations, fast track vs non-fast track, average visitor numbers, and patient wait times was overlaid with socio-economic data to cherry pick OOH sites in close proximity (1km in metro and 3-5km in regional) to priority centres. We mapped and geo-fenced all the centres and OOH locations nationwide to capture data on visits and media exposure. Mobile device ID’s at the OOH sites were collected through mobile SDK networks, direct SDK integration and mobile ad exchanges. This data was then used to re-message via mobile rich media units to deliver a further, more personal reminder to vaccinate with closest centre details. The campaign optimisation engine was set up to schedule and up-weight delivery based on the centres that needed the most support –increasing delivery frequency to centres with low numbers, allowing consumers to benefit from shorter wait times and making the process more efficient.

Through smart use of data targeting and hyper localisation, the campaign delivered: 32% YOY growth in flu shots administered at Fast Track flu clinics Using our proprietary solution Adcity, we were able to attribute that 1 in 4 visits to centres were influenced by the campaign Return of Investment: 10 x But most importantly, the human impact of the campaign was that Primary Health was able to increase uptake of the flu shot, and help keep Australia healthier in 2017! ** Please see " confidential Information for the jury" for full campaign results.

With the target audience identified as busy workers, and specifically those from lower socio-economic groups, we needed a media strategy which would reach them across the workday and make it easy for them to get to a centre. However, mainstream pharmacies like Chemist Warehouse had also introduced a vaccination service at discounted rates, and with significant media spends and store locations, we were at risk of being outshouted. The strategy was to use data to prioritise centres and dynamically localise messaging to appear just as present on the high street as Chemist Warehouse, for a fraction of the budget. A series of messages were delivered in close proximity to centres through multiple channels. Potential patients were reminded of the ease and convenience of the service through OOH, and this was seamlessly reinforced with retargeting through mobile and social.