On 24 September at the MFA Awards, Clemenger BBDO took home the Grand Prix for Australian Red Cross Lifeblood's Blood Supply campaign. We built the dynamic audio behind it, and I couldn't be prouder to have been part of it.
If you haven't come across it, the idea is simple and powerful. Australia's blood supply changes every day, and it changes state by state. One state might be running low on O negative while another needs A positive. So instead of one generic "please donate" message, the campaign plugged into live supply data and told people what was needed, where they were, right now.
It ran across TV, out of home, digital and audio, and each channel had its own job. The big screens built urgency at scale. Audio got personal, telling each listener which blood types their state needed.
NOVA Entertainment brought us in to work with Clemenger BBDO on the audio. The brief was to make every radio and digital audio ad reflect the real supply status in the listener's state, as it changed.
We work with data signals in DCO all the time. Weather, location, time of day, device. But blood supply data was a new one for us, and the ads had to work on live broadcast radio as well as streaming. Those are two very different ways of getting an ad to someone's ears.
So we built it from scratch. A custom API integration pulled in the live supply data. A production workflow generated the right ad for each state and blood type. And a delivery method got those ads out across digital audio and on air.
This one was hard. It needed a fully custom approach and a lot of close collaboration with the NOVA team to get right. Most of the time, DCO makes an ad more relevant so it sells more. Here, the same technology made a public health message more useful. The listener hears exactly what's needed in their state, and what they can do about it today.
That's the part I keep coming back to. The tools we use for retail, travel and transport clients can do real good when they're pointed at the right problem.
It's been a big year of dynamic audio for us, with campaigns for Transport for NSW and Commercial Radio & Audio, and this one is right up there.
If you're sitting on a data source and wondering whether it could make your audio smarter, drop us a line at hello@originalaudio.com.au.
