–The Birthday Brand–
NTUC Unity pharmacy is a Singaporean pharmacy that recently revamped their brand logo, store concept, and brand essence “Care for Life.” They would like a marketing campaign to help them achieve two goals:
- Situate themselves as a caring healthcare partner
- Provide customers a better understanding of their healthcare needs, and meet them through their products and services.
–The Birthday Surprise–
Inspired by the Change One Thing Boots campaign, our campaign Target Your Health shares a similar idea of focusing on one health issue.
Based on our survey research, our target market’s major health concerns are:
- Quitting smoking
- Losing weight
- Good skin
- Healthy living
Hence, the campaign involves the following four categories.
Our little surprise would be executed in three phases as described below.
Phase 1: Advertising
To create awareness and encourage sign-ups, the campaign will be widely advertised through Print and Outdoor advertisements around.
Video advertisements will be screened at selected train stations.
Phase 2: Customer Relationship Management
Customers who signed up would receive a fortnightly health package and be invited to engage on the Unity microsite.
The health packs would contain an information booklet written by pharmacists, free gifts, coupons, and samples.
The microsite ranks customers with statuses beginning from “Amateur Archer” to “Top Agent” according to their activity (e.g. amount of weight loss) and spending. This would motivate them to work on their health goals as well as spend at Unity to level up. The microsite also provides customers a platform to build support communities.
Phase 3: Events
Events would be held during the later part of the year to reward “Top Agents” for their spending and progress towards their health goals. These goal-specific events would provide further motivation and expert insight regarding their target goal.
|Target Quit||30-Hour Smoke Free Challenge|
|Target Weight||SAFRA Bay Run|
|Target Skin||Operation Clear Skin|
|Target Living||Healthy Cooking Classes|
Download the full report in this dropbox link.
Target Your Health is a hypothetical campaign developed by Lois Poh, Elaine Chen, and Charlene Ng
© Lois Poh, 2014. Unauthorized use and/or duplication of this material without express and written permission from this blog’s owner is strictly prohibited. Excerpts and links may be used, provided that full and clear credit is given to Lois Poh with appropriate and specific direction to the original content.