Unlimited’s XP Digital™ subsidiary has strategically positioned LCD screens within pharmacies to provide tailored advertising content to increase reach and frequency amongst the brand’s core target market. The latest client to join its portfolio is Revlon’s new Whipped Crème foundation makeup.
To create brand awareness and expose the new Whipped Crème make-up to more than 4.7-million pharmacy consumers on average twice a month, the XP Digital™ platform was selected given that it offers entertaining and educational content which places a queuing consumer in a relaxed state of mind and then exposes them to a particular brand message. The beauty of this approach is that it consists of 50% content and 50% advertising space ensuring a clutter free advertising environment.
XP Digital™ MD JD Henderson says; “Dis-Chem and Clicks pharmacy outlets offer unparalleled exposure with minimal wastage to advertisers who need to extend their campaigns. These environments also capture an audience with high dwell time that watches the communication on screens, as they stand in queues or wait for a prescription to be processed.”
Another critical element to the success of the XP Digital™ platform is the positioning of the screens and the fact that the displays are big enough for ease of viewing and excellent visibility since they’re positioned in such a way that they reach consumers while they’re waiting in the dispensary queue. Customers then make their way back to the point of sale desks, during which time they have the opportunity to purchase the advertised brand.
Considering the Revlon campaign creative had already been constructed for television; migrating it to the XP Digital™ advertising platform was the next logical step in utilising the communication to its fullest extent while remaining cost-effective. The campaign is therefore set to run for a period of two months within Dis-Chem and Clicks pharmacies countrywide.