Chemist Warehouse Brings The Bravery To Fed Square To Promote Diesel’s New Fragrance

Chemist Warehouse Brings The Bravery To Fed Square To Promote Diesel’s New Fragrance
SHARE
THIS



Chemist Warehouse has continued to make waves with their digital domination using APN Outdoor’s Elite Screens in Melbourne. The chemist giant entered into a long term media partnership with APN Outdoor late last year and has already exhibited innovative use of the digital assets.

The most recent iteration of the campaign kicked off last Friday and was live across Melbourne’s iconic Young and Jackson Elite Screen and came to life in Federation Square.

With significant involvement from the public, the activation promoted the launch of Diesel’s new fragrance, Only the Brave, which is exclusively available at Chemist Warehouse.

Essentially, passersby and locals in the area were encouraged to take photos within the activation hub in Federation Square where a green screen was erected and emulated situations where ‘only the brave’ would survive.

These photos were then subsequently projected to the digital billboard that presides over the area providing participants with their five seconds of fame, as well as the optimum selfie moment.

As well as the green screen, brand ambassadors wandered the area giving out fragrance samples whilst leading wolf like husky dogs for good measure ; it was a truly a day for only the brave in Fed Square.

Mark Fairhurst, general manager- sales, APN Outdoor said, “It’s great to see brands like Chemist Warehouse having a little fun with activation hubs such as Fed Square. Being able to engage the public with interaction, reactivity and the odd wild-beast for good measure, truly elevates a campaign and grabs the public’s attention!

“We love to see this creativity incorporated into using out leading digital assets and applaud Chemist Warehouse for being brave with this activation, and utilising our assets’ capabilities in a way that retailers have yet to take advantage of.”

Chemist Warehouse and APN Outdoor continue to develop great activations together using the digital leaders’ world class assets and technology. APN Outdoor boasts Australia’s only network of superior quality digital billboards, known as Elite Screens, and have demonstrated an ongoing commitment to the leadership and pioneering of digital outdoor in Australia with developments across their Elite Screen, Transit Technology, XtrackTV and Airport portfolios, nationally.

Please login with linkedin to comment

Latest News

Teenage boy wearing headphones works at desk in his bedroom
  • Media

New Research Names Olivia Rodrigo And BTS The Most Popular Study Music

Research from EdBbirdie using Spotify data has identified the most popular songs to study to. After analysing thousands of studying and homework playlists on Spotify, American singer Olivia Rodrigo’s ‘drivers license’ came out as top song to study to. It featured on 48 study playlists, while other top songs included ‘Ophelia’ by The Lumineers, ‘Falling’ […]

Major New Sponsors Named For Nine’s Australian Ninja Warrior, Including KFC, ALDI And Bendigo Bank
  • Media

Major New Sponsors Named For Nine’s Australian Ninja Warrior, Including KFC, ALDI And Bendigo Bank

Nine has announced a record six major sponsors for the 2021 season of adrenaline charged Australian Ninja Warrior. Leading health insurer AIA Australia joins Nutri-Grain, ALDI, Energizer, KFC and Bendigo Bank. Season five of Australian Ninja Warrior premieres Sunday June 20 and will feature innovative, bespoke in-show branding that compliments both the editorial of the […]

Cannes Lions Announces Awards Entry Numbers For 2021
  • Advertising

Cannes Lions Announces Awards Entry Numbers For 2021

Cannes Lions has published its entry numbers ahead of Cannes Lions Live, which will run from June 21-25. 29,074 pieces of work have been entered from 90 countries, with entries spanning two years after the awards were paused due to the global pandemic in 2020. Simon Cook, managing director, LIONS, said that this was a […]

by B&T Magazine

B&T Magazine
Happy woman drinking tea and waving to someone while having video call over desktop PC in the evening at home.
  • Marketing
  • Opinion

Building A Successful Remote Marketing Team

Dayna Stewart is the Business Director – Digital Marketing, Media & Creative Services at The Nudge Group. Here, she discusses the challenges that come with building a successful marketing team when working remotely. Before COVID-19 changed the way businesses work, most marketing teams spent their days together in a meeting room collaborating on the next […]

Opinion

by B&T Magazine

B&T Magazine
Australia’s The Kid LAROI Joins Billie Eilish, Dua Lipa, Olivia Rodrigo And More In iHeartRadio Festival Line-Up
  • Media

Australia’s The Kid LAROI Joins Billie Eilish, Dua Lipa, Olivia Rodrigo And More In iHeartRadio Festival Line-Up

The line-up for the 2021 iHeartRadio Music Festival has been announced as the legendary event returns live in Las Vegas in September. This year, the epic two-day lineup for the iHeartRadio Music Festival main stage will feature performances by Billie Eilish, Cheap Trick, Coldplay, Dua Lipa, Florida Georgia Line, Journey, Khalid, Lil Baby, Maroon 5, Nelly, […]

From Intern To Chief Of Staff In 5 Years: Atlassian’s Helen Xue Shares Her 3 Pillars For Professional Development
  • Partner Content

From Intern To Chief Of Staff In 5 Years: Atlassian’s Helen Xue Shares Her 3 Pillars For Professional Development

You could say that Helen Xue has experienced a rapid career trajectory, although that might be somewhat of an understatement. In the space of five years, she successfully progressed from an Intern at Atlassian to the Chief of Staff for Platform and Enterprise (which included a move from Sydney across the Pacific to San Francisco). […]

Partner Content

by B&T Magazine

B&T Magazine
Shop! ANZ Calls On Industry To Participate In ANZ Shopper And Retail Marketing Industry Survey
  • Marketing

Shop! ANZ Calls On Industry To Participate In ANZ Shopper And Retail Marketing Industry Survey

Shop! ANZ is calling on shopper and retail marketing professionals from all retail related disciplines to participate in the first ANZ Shopper and Retail Marketing Industry Survey in four years. This important research provides a guide of where the retail marketing industry in Australia and New Zealand has come from and what is anticipated to […]

How To Align A Marketing Strategy With Customers’ Shifting Perspectives
  • Opinion

How To Align A Marketing Strategy With Customers’ Shifting Perspectives

In this guest post, Ania Kubiak (main photo), A/NZ country manager at Lucid, offers her tips on how to align your brand with customers’ fast-moving expectations… In today’s digital world, the speed at which consumers’ perspectives and opinions on political and social environments is changing faster than ever before. Consumers are inundated with new information […]

Opinion

by B&T Magazine

B&T Magazine
Woolies’ Retail Media Business Cartology Announces New Appointments
  • Advertising

Woolies’ Retail Media Business Cartology Announces New Appointments

Cartology, the retail media business of Woolworths Group, has further expanded its team with Martin Wood (pictured below) been promoted to head of strategic partnerships and Matt Gower (main photo) has joined the business as senior manager of research and insights. Wood will lead a new team dedicated to servicing the retail media business’s largest […]

Condé Nast Agree To Wage Raise After Two-Year Campaign By The New Yorker Union
  • Media

Condé Nast Agree To Wage Raise After Two-Year Campaign By The New Yorker Union

CondÉ Nast, the publisher of publications such as VOGUE, Vanity fair, Pitchfork and The New Yorker has agreed to raise the minimum wage for employees after a campaign by the New Yorker union. The union had previously organised a protest, which saw New Yorker staff demonstrating outside VOGUE editor-in-chief Anna Wintour’s home. Placards at the protest had […]

GoDaddy Wins Gold As Official Partner For Australian Olympic Team
  • Technology

GoDaddy Wins Gold As Official Partner For Australian Olympic Team

GoDaddy has announced it has been named as the official website builder partner of the Australian Olympic team for the Tokyo 2020 Games.  GoDaddy has a history of supporting entrepreneurs and small business owners in Australia. Many Australian Olympic athletes are small business owners themselves, running businesses and side hustle to help support the pursuit […]

Global Media Network MDC Partners Adds This Is Flow To Global Affiliate Program
  • Marketing

Global Media Network MDC Partners Adds This Is Flow To Global Affiliate Program

MDC Partners (NASDAQ: MDCA), the company that owns agencies including 72andSunny, Anomaly and Media Kitchen, has expanded its global footprint in a partnership with This Is Flow. The Australian based indie will become MDC’s affiliate media planning and buying agency across Australia and New Zealand and will help manage global clients and participate on global pitches etc. however This is Flow will still remain 100% independent.

Woman hand using mobile phone and laptop, Worldwide connection technology interface.
  • Technology

DoubleVerify’s Custom Contextual Targeting Launches On The Trade Desk

DoubleVerify has announced the expansion of a partnership with The Trade Desk to include activation of DV Custom Contextual, which will enable programmatic advertisers using the platform to target relevant audiences in a privacy-safe manner that does not utilize cookies or personally identifiable information. The Trade Desk now supports a comprehensive suite of DV’s pre-bid […]