Raising awareness to reduce blood pressure
Lloydspharmacy wanted to raise awareness of the effects of high blood pressure to the nation, whilst also promoting a range of products exclusively available through their branches. With a new Healthy Heart ad campaign about to launch, they had the vision of running a “Sofa Tour” road-show across the UK.
Glass Page were asked to design, produce and manage the first ever Lloydspharmacy road-show, to provide a cost-effective solution for reaching their regional target market in order to raise awareness of Blood Pressure Issues. A short turnaround time meant that an innovative solution was needed.
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Why the locations were so important?
Locations were critical in gaining increased footfall onto the stand to enable the health care advisors to assess, measure and analyse blood pressure results in order to obtain comparisons in various geographical areas.
4 different locations in the North, East, South and West of the UK would cover the catchment areas and needed to be within realistic distances from each other to enable a smooth logistical execution.
Internal venues were considered the better option due to the unpredictability of the British weather.
Well established and high-end shopping centres would achieve the high footfall required and we were able to narrow it down to suitable ones in Birmingham, Cardiff, Southampton and Leeds.
The Healthy Heart Campaign road-show, aka the “Sofa Tour”, journeyed to these four different locations, and was launched at the Bullring, Birmingham.
Have you ever been harassed by questionnaire people walking through a shopping centre? How do you get around that problem?
The stand incorporated an inflatable three-hearts sofa, with attractive and informative graphic panels. The sofa operated as a welcoming area for people to seek advice from the pharmacist and have blood pressure tests taken.
Additional plinths and counters were also placed on the stand to allow Health Advisors to demonstrate how to use the Blood Pressure monitors and disseminate other information. These plinths also broke down the barriers of the stand which encouraged people to walk through at ease without feeling pressured to stop. A looped video sequence which including the TV ad, balloon graphic messaging and regional Blood Pressure statistics, was played on a large plasma screen.
When dealing with a sensitive issue such as personal health, we felt it was important to use internal Lloydspharmacy staff on the stand rather than promotional staff. Lloydspharmacy staff have a greater understanding of the health risks, issues and product knowledge, making people feel comfortable to discuss their problems or simply ask questions.
Data collection cards, leaflets and information slips were also provided to enable both customers and staff to gain the necessary information.
Successes
The overall road-show was a resounding success, attracting media attention and well exceeding Lloydspharmacy’s expectations in terms of effectiveness for reaching the public.
The success of the inflatable three-hearts sofa resulted in the purchase of three additional sofas for each of their regional offices and helped underline Lloydspharmacy’s commitment as a company to reducing blood pressure.
Results
Results showed a 63% increase over the initial target set in terms of audience reach.
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