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
Michaela Piper
By Michaela Piper



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

Choose A Path Less Trodden This Cannes In Cairns
  • B&T Exclusive

Choose A Path Less Trodden This Cannes In Cairns

Don’t be basic. Think creatively and you shall reap the benefits of Cannes in Cairns. “We want brands!” “We want the CMOs!” We heard you and we acted. The content slate at this year’s Cannes in Cairns, presented by Pinterest, is packed to the rafters with some epic brands and top marketing talent. But that’s […]

Cannes In Cairns MC Keeva Stratton Shares Her Top Session Picks
  • B&T Exclusive

Cannes In Cairns MC Keeva Stratton Shares Her Top Session Picks

Self-professed nerd and one of four top Cannes in Cairns, presented by Pinterest MCs, Keeva Stratton has a front-row seat to some fascinating minds and fierce debates. But who should you put on your must-see, must-hear list? Here, B&T grabs five with the Quip agency founder, who will be helming the lecture in the Rainforest […]

Nielsen Data Reveals Brands Spending Big To Attract Aussie Tourists
  • Advertising

Nielsen Data Reveals Brands Spending Big To Attract Aussie Tourists

Nielsen Ad Intel data has revealed that the travel and tourism industry spent more than $153 million on advertising in Australia in Q1, 2024 – an increase of 8 per cent from the previous quarter, with TripADeal the biggest spender, followed by Virgin Australia, then the Flight Centre-owned Ignite Travel. As many Australians return from […]