'Awkboards' Spotlight When Products Like Laxatives and Lubricant Are Ordered Through Uber Eats

Unichem and Life Pharmacy have teamed up with Uber Eats to save New Zealanders from the awkward moments of pharmacy shopping. Because now, anything from laxatives to lubricants can be picked up by a delivery partner.

To highlight this, the team at FCB Aotearoa and Green Cross Health created Awkboards — highly indiscreet digital billboards that announce whenever one of 600+ awkward Unichem or Life Pharmacy products has been picked up via Uber Eats. These billboards, powered by real-time purchase data and Lumo’s digital out-of-home network, then pop up along the delivery route for all to see.

Since launching the campaign, sales of ‘awkward items’ through Uber Eats shot up by 82%, while total sales via Uber Eats increased by 28.5%. If you’re wondering what awkward items were most in demand - Gastro relief products saw an uplift of 48%, condoms by 39%, and pregnancy tests surged by an impressive 159%. More than that, +26% of these customers were brand-new to Unichem and Life Pharmacy’s Uber Eats offering. 

Edwina Neilson, GM marketing at Green Cross Health, said, “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. And highlight 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 and Angelo An, creative directors at FCB Aotearoa, added, “Let’s be honest. No-one enjoys being spotted picking up hemorrhoid 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 marks another step in Life Pharmacy and Unichem’s commitment to innovation and media disruption — proving that even in a competitive market, a little bit of audacity goes a long way.