|Pharmaceutical manufacturer PSI has repositioned its Lovers+ product by introducing colourful new packaging in the healthcare environment. Primedia Unlimited subsidiary, XP Digital™, has been spreading the word, using its 42” HD digital screens in the top 103 Clicks and all Dis-Chem pharmacies nationwide.
“The primary purpose of the Lovers+ campaign was to alert consumers who are existing Lovers+ users, or potential customers, to the brand’s new positioning via digital advertising of the new packaging and commercial on our screens. The secondary purpose was to raise awareness and availability of the product in these stores. This included the other line items the brand produces,” says JD Henderson, Managing Director of XP Digital™.
Dejus Abreu from Lovers+ comments: “XP Digital™ covers a large percentage of the health care market, offering a good reach with minimum media wastage. We target both the female and male market, which is why we advertise on the Clicks and Dis-Chem platforms.”
The campaign ran for three months, with the prospect of extending it for a further three months. “The XP Digital™ campaign is a very cost effective means to communicate to our target audience. XP Digital™ offers cost effective rates in proportion to their national reach. In addition, the screens are a focused platform located before the point of purchase where consumers make their product selection decisions.
We are extremely happy with the swift and professional service received from the XP Digital™ team and were impressed with the level of professionalism. We believe digital is the way to go as the platform speaks directly to our core target market, and we will certainly consider XP Digital™ for our future media plans,” says Dejus.