Ampol, in collaboration with ARN and Saatchi & Saatchi, has launched a digital audio campaign that will deliver contextually tailored commercials to promote road safety on one of Australia's most remote and dangerous roads.

The campaign, dubbed 'Last Chance Servo', utilises ARN's Dynamic Audio inventory, leveraging location, time, and meteorological data to communicate with drivers in regional South Australia as they approach an isolated Ampol service station in the small village of Glendambo. Drivers in the area who are listening to podcasts or streaming radio on ARN's iHeart app will receive timely reminders to prepare for the potentially perilous journey ahead. The Dynamic Audio decisioning engine allows for hundreds of unique creative variants, reminding drivers to fill their tank at Ampol and conduct checks to ensure their vehicle can go the distance.

"We've seen fantastic results from our Dynamic campaigns in cap cities, so we're thrilled to be extending the inventory beyond regional stations into remote areas. Contextual relevance at scale is a huge focus for us in media, and at ARN we're thrilled to be right in the middle of that discourse, producing data-driven, hyper-targeted and contextual messages for clients across Australia," said ARN Head of Creative, Michael Dargan.

Head of Brand & Marketing at Ampol, Noni Guest, said: "Last Chance Servo is an audio innovation that ensures drivers are more aware of our uniquely remote roads that can be dangerous without ample fuel and supplies. As Australia's Own service station, we've been by Australia's roadside for generations, helping all kinds of Australian drivers on their journeys. Last Chance Servo expands this purpose through dynamic digital audio and we see the potential in using this initiative on other remote roads in the outback."

ARN was the first publisher globally to bring Dynamic Audio inventory to commercial FM broadcasting and has been using the technology since 2020 to create contextually relevant digital audio campaigns for advertisers. Ampol's 'Last Chance Servo' campaign can now be heard on ARN's free iHeart app in selected areas in regional South Australia.

"We've long known the simple math that relevant advertising is more memorable and engaging, therefore more effective. In this instance, using contextual triggers to communicate with drivers on outback roads is a class-leading use of the dynamic tech. The team at Saatchi & Saatchi are big champions of innovative digital audio campaigns and have been a dream to work with. They just get it. And Ampol are leading the pack when it comes to advertisers meeting their consumers where they are. This is the second Dynamic Audio campaign they've done with us, and they really understand the power of contextual relevance in audio," said ARN Sydney Creative Director, Kade Robinson.