Full Article

XP Digital™ gets smooth, healthy feet out the door with Pharmaco
XP Digital

Pharmaco has selected Primedia Unlimited’s XP Digital™ business to generate in-store brand awareness of its Clearnail and Milky Foot products, and to educate consumers on how to use them.

XP Digital™ holds the exclusive advertising rights to 42-inch HD screens located at dispensaries in Clicks and Dis-Chem pharmacies nationwide.

“This campaign provided the ultimate environment for consumers to engage with Clearnail and Milky Foot,” says XP Digital™’s JD Henderson.

The three-month advertising campaign is being broadcast on XP Digital™’s 42-inch LCD advertising screens inside both Clicks and Dis-Chem pharmacies to ensure significant reach, with a vast amount of consumer dwell time, for each brand.

“Both Milky Foot and Clearnail are well established brands. The top-of-mind awareness created by the in-store advertising campaign engages consumers just before they walk down the aisles towards the point of purchase, encouraging them to pick up Clearnail or Milky Foot on their way to the pay points,” says Henderson.

“The creative elements afforded by the LCD screens ensured that the campaign objectives for Clearnail and Milky Foot were met,” he adds.

Whilst Milky Foot effortlessly exfoliates feet and focuses on the dry and cracked areas, Clearnail assists with the clearing of fungal nail infections.

For more information about XP Digital™, visit www.xprocure.com.

XP Digital™

A subsidiary of Primedia Unlimited, XP Digital™ has the sole advertising rights to 42” HD screens located at dispensaries in Clicks and Dis-Chem pharmacies nationwide, catering to a diverse captured audience with buying power and within the shopping frame of mind. The XP Digital™ screens are strategically placed in dispensaries, where is high dwell time, with little else to do, but to look at the screens and the advertising messages, which is driven by exceptional content. Consumers have to make their way through the store to the POS, after being exposed to advertorial messaging, increasing the propensity to buy by more than 60%. Visit www.primedia-unlimited.co.za or www.xprocure.com for more.

Issued on behalf of:                 X/procure®

JD Henderson

Acting Managing Director

T: +27 11 562 6500


Prepared by:                           Owlhurst Communications

Chirene Campbell


T: +27 11 234 2882