AUCKLAND, Today: Unichem and Life Pharmacy have joined forces with Uber Eats to make awkward pharmacy shopping a thing of the past. Now, anything from laxatives to lubricants can be discreetly delivered.
To highlight this, FCB Aotearoa and Green Cross Health launched Awkboards—digital billboards that publicly announce whenever one of 600+ awkward pharmacy products is picked up via Uber Eats.
These billboards, powered by real-time purchase data and Lumo’s digital out-of-home network, pop up along the delivery route for maximum (and very public) visibility.
Since launching, sales of ‘awkward items’ on Uber Eats have jumped 82%, with total pharmacy sales on the platform up 28.5%.
“We wanted to let people know that their local Unichem or Life Pharmacy can help with a range of conditions, even the more sensitive ones.” – Edwina Neilson
If you’re wondering what items topped the list—gastro relief sales climbed 48%, condoms increased by 39%, and pregnancy tests surged by 159%. Plus, 26% of buyers were brand-new to Unichem and Life Pharmacy’s Uber Eats offering.
Edwina Neilson, GM Marketing at Green Cross Health, says, “We wanted to let people know that their local Unichem or Life Pharmacy can help with a range of conditions, even the more sensitive ones.
“Highlighting the convenience of ordering through Uber Eats in a way that was not only impactful but truly unmissable. The results speak for themselves—this campaign proves that creative disruption can drive real business outcomes.”
Alan Jones & Angelo An, Creative Directors at FCB Aotearoa, add: “Let’s be honest. No-one enjoys being spotted picking up haemorrhoid cream. So it’s great now another human being can do it for you. We love this idea for its cheeky and smart take on that compelling benefit.”
Following the success of Big Beauty Week, this campaign cements Life Pharmacy and Unichem’s commitment to innovation and media disruption—proving that a little audacity goes a long way.
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