Connecting with right audiences and drive product consideration are especially difficult to pharmaceutical and supplement brands. They need to educate and trigger audiences’ needs, which is often not obvious nor urgent to them. Not even to mention the fierce competition. ⚔️
Blackmores, a leading supplement brand, may have found the secret formula for their vision care supplement with scenario advertising in gym environment.🏋🏽
Working with Mindshare, the team identified gyms as a very key touch point for their target audiences – health-conscious professionals. 🧑🏻💻They spend a mind-boggling 270min+ a week in gyms, and importantly, at the mind frame to relax from their long-hour of working.
The team leveraged point-of-sales data to target gyms in CBD areas, where long-working professionals are then easily found. The long in-gym dwell time in gyms is also a unique advantage for the brand to maximize quality viewership for a fuller product communication.
Under in-gym environment, the extended #DOOH Ad is allowed to educate the audience more in-depth on how their product can alleviate the audiences’ dry eyes and relax tired vision. 💆💆♀️
By simply implementing standard DOOH format across the in-gym network, the campaign achieved unconventional results to reach 300k on-target gym sign-ins and has led to strong product awareness. ❤️🔥 This serves a valuable reference for pharmaceutical brands which seeks to educate their ideal customers in an undisrupted environment with the audience’s full attention. 🙌
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