2013 Bronze Pharmaceutical

Client Lloyds Pharmacy

How did the campaign make a difference? Most people don't worry about heart health but about related issues like smoking, weight and blood pressure management. The 'new news' that addressing these could be good for your heart gave fresh relevance to old messages, increasing awareness and inspiring thousands to take action on their heart health.

What details of the strategy make this a winning entry? This was a properly thought through, imaginative, integrated campaign, which included preparing colleagues for action, with presentations, direct mail from the MD to every pharmacy, a bespoke campaign guide and a countdown on Lloyds intranet. The next phase was building awareness to drive footfall, with national TV promoting free blood pressure checks, a strong focus on brand messages, while press targeted key audiences with stop smoking and other heart-health messages. Next was imaginative and effective integrated PR that included a survey on attitudes to heart health that was picked up in national press. The campaign featured in specialist websites and magazines, with a heart health calculator that was used in digital and social media. Targeted direct mail followed to customers with potential heart conditions and those who had previously discussed weight management, smoking cessation or had had a blood pressure test, with tailored offers. Finally there were online information and assets to advise and tailor offers and advice. Point of sale customer reminders were backed up with a staff competition to achieve various customer actions.

How did creativity bring the strategy to life? The creative challenge was to devise a campaign that both delivered for members of the public with specific concerns and positioned Lloyds Pharmacy as the approachable experts in heart health. Everyone knows that it's not easy to stop smoking, lose weight or adopt long-term lifestyle changes to lower your blood pressure. Many people try and fail, again and again. Your chance of success is much greater if you seek help, information and advice. This campaign idea targeted a personal challenge for customers and positioned Lloyds Pharmacy as the best place to meet it...with healthcare teams who are "putting our heart into keeping yours healthy".

Results This creative delivered better results year on year than the previous approach. The year-on-year improvements in performance listed below are testimony to the effectiveness of the creative strategy.