What's Your Health Age?
Award Category
Partnership Award
Agency
Seven West Media RED
Client
Priceline Pharmacy
Objectives
Priceline Pharmacy challenged its partners to develop a cross-platform solution to help it win its fight to own women’s health and wellbeing in Australia. The brand wanted to become as famous for health as they are for beauty, during the month of October 2013, and the campaign had to drive visitations to the health section and dispensary in pharmacies. Essentially, Priceline’s share of the ‘total health basket’ had to be increased.
Campaign
Seven West Media RED came up with ‘What’s Your Health Age?’, which involved the creation of an innovative survey in association with a panel of leading health experts. It considered questions ranging from lifestyle factors such as nutrition, exercise and stress, as well as personal and family history, to determine the ‘health age’ of a participant as compared with their biological age. Advice was then provided thanks to Priceline Pharmacy and during October the campaign was activated in-store by offering free comprehensive health checks by nurse practitioners around the country. ‘What’s Your Health Age?’ included an extensive print and online call to action and awareness campaign, an outside broadcast sponsorship on a morning TV program, advertisers in daytime TV featuring supplier products, as well as extensive editorial content. The public could receive special offers via the custom app and through priceline.com.au and referrals from Facebook and Twitter. High profile and credible talent were selected to drive awareness for the survey such as Dr John D’Arcy, Dr Suzy Green and Professor Sally Dunwoodie, as well as Ita Buttrose, who joined the campaign as Priceline’s ‘Health Sister’ Ambassador.
Results
The call to action reached nearly 6 million women in four weeks, attracting more than 61,000 submissions. Through the survey alone, 61,000 Australians were engaged in a health initiative under the Priceline Pharmacy brand. In-store sales increased during the month of October
Judges Comments
A simple idea that was well executed across owned, earned and paid. Smart piece of PR at the heart which links directly back to the brand.
