Norflex, the muscle relaxant from manufacturer iNova Pharmaceuticals, which relieves pain and discomfort caused by sprains, strains and other muscle injuries, has enlisted the services of Primedia Unlimited subsidiary XP Digital™ that has sole advertising rights on 42” HD screens in Dis-Chem and the top 103 Clicks pharmacies nationwide.
“The aim of the intensive one month campaign was to heighten awareness of the Norflex brand,” says XP Digital™’s Sales & Marketing Director Campbell Graham. “iNova Pharmaceuticals wanted to amplify their branding as much as possible and therefore chose the high definition screens at Dis-Chem stores nationwide. This form of advertising allows consumers to see the communication and educational messaging before reaching the dispensary point, thereby ensuring top of mind awareness.”
He adds: “The placement of the screens at the dispensary queues is extremely important as consumers are certainly influenced whilst waiting in them. The advertising allows customers to seek professional advice from their pharmacist regarding the products they have seen on the screens. In addition, the communication acts as a call to action to obtain the product from the shelves on their way to the till points in store.”
The strongest visual images were used on the screens to reinforce the brand’s purpose and availability. The campaign was booked directly through XP Digital™’s account management team due to their long standing partnership with iNova Pharmaceuticals.
For more information about XP Digital™, visit www.xpdigital.co.za