3rd Edition
Welcome to the AHA! Newsletter, where we dive into standout campaigns from across Publicis Groupe, showcasing the creativity and insight that power our work. Each issue offers a window into the brilliant ideas and talent within our global network, delivering those moments when everything clicks—the AHA! moments that spark fresh inspiration and new possibilities.
Last Chance Servo
- Agency: Saatchi & Saatchi Australia
- Client: Ampol
Every year, around 40 people die while traveling through the Australian outback, mostly due to human mistakes rather than wildlife. To tackle this issue, AMPOL has launched the "Last Chance Servo" campaign. Partnering with ARN and the iHeart radio app, Ampol uses geo-targeted radio ads to alert drivers when they’re approaching the last service station for 251 km. These real-time ads provide crucial tips on fuel, tire pressure, and wildlife hazards, tailored to their location, weather, and time of day.
This campaign smartly uses the power of availability bias—making potential dangers top-of-mind for drivers. By integrating real-time, targeted messaging with dynamic audio, Ampol not only boosts traffic to their Glendambo station but also reinforces their commitment to safety. This approach helps Ampol shift from just being a fuel provider to a trusted mobility partner, aligning with their broader goal of supporting drivers in every aspect of their journey.
Selfishly Soft
- Agency: Publicis London
- Client: Cushelle
CUSHELLE, one of the UK’s favourite toilet tissue brands, has just launched a fresh, fun campaign called ‘Selfishly Soft’. This new platform encourages people to indulge in a bit of luxury and put themselves first, starting with the superior comfort of Cushelle.
The campaign taps into a key insight: while 84% of people in the UK and Ireland value ‘me-time’, everyday demands often push this to the side. ‘Selfishly Soft’ humorously highlights how Brits tend to prioritise others but can still enjoy a personal retreat in the bathroom.
By showcasing Cushelle as a treat you deserve, the campaign invites people to embrace a bit of selfishness and enjoy a top-notch toilet paper experience. It’s like splurging on those fancy biscuits—except it’s a soft, luxurious toilet paper instead.
Nonna Supper Club
- Agency: Publicis Toronto, Canada
- Client: Birra Moretti
BIRRA MORETTI, an Italian beer brand's latest Canadian campaign is a heartfelt initiative to revive the tradition of Sunday family dinners, positioning the brand as a catalyst for connection and togetherness.
The strategy makes an impact by aligning the brand’s core values—authenticity, family, and community—with the emotional resonance of gathering over a shared meal. By creating the Nonna Supper Club, the campaign taps into nostalgia and cultural tradition, making it both aspirational and accessible.
This approach not only strengthens the brand’s identity as a facilitator of meaningful experiences but also creates a platform for consumers to forge new memories, making Birra Moretti synonymous with the joy of togetherness.
Take A Seat
- Agency: Publicis Poke, London
- Client: Cathay Pacific
CATHAY PACIFIC’s campaign cleverly aligns the brand’s premium in-flight experience with the captivating allure of theatre, using immersive installations to draw a parallel between both worlds.
The strategy behind this works because it taps into the emotional impact of a shared cultural experience—the magic of live performances—to elevate the airline’s offering.
By transforming iconic London theatres into extensions of Cathay’s travel experience, the campaign redefines air travel as more than just transportation, but as an extraordinary journey.