The age old marketing adage of ‘fish where the fish are’ is the perfect description for Momentum Health’s new campaign that utilised Unlimited’s XP Digital™ platform to communicate its latest brand message to consumers standing in queues at pharmacies while waiting for their prescriptions to be filled.
XP Digital™ MD JD Henderson says; “There are very few places where advertisers such as medical aid schemes can communicate directly with the consumers who require their services and where the topic is acutely top of mind. Fortunately, the XP Digital™ platform, at Clicks and Dis-Chem dispensaries, offers these advertisers a range of advertising options which include a 15 second looped TV commercial”.
A key aspect of the campaign that leveraged the highly visible platform to great effect was the incentive tool of a competition that urged the target market to ‘Get moving’ and utilised the copy; ‘Earning HealthReturns could land you on the beaches of Mauritius!’. By participating in the competition, entrants stood in line to win R5 400 in HealthReturns per year plus a trip for two to Mauritius”.
The mechanics of the competition were specifically designed to be as easy to follow as possible with shoppers being invited to go to: www.momentum.co.za/health and click on HealthReturns to learn more or logon to enter. This call to action mechanism allowed for increased measurability via the client’s website.
“Given that there is no sound on our platform clients like Momentum that utilise our screens in an entertaining manner through the provision of absorbing content, means their brand will be remembered long after the consumer has left the store.
“Stills used in a campaign can also be very effective as long as the information portrayed is clear and not littered with too much wordage distracting from the overall message being conveyed. The key outtake is to keep it clean and simple which is precisely what was done in this campaign to great effect,” explains Henderson.