Pharmaceuticals Company, Tibb Health Sciences, which provides a wide range of natural herbal remedies recently launched its national winter campaign in order to elevate consumer awareness and drive sales of its varied products, including among others immune boosters. With winter a key sales period for many of the products in the range, the campaign reinforced the brands’ ‘The Natural Boost You Need This Winter’ messaging.
With the aim of extending the reach and frequency of its integrated campaign, Tibb implemented a national campaign on Street Network’s bus shelter offering. This was an ideal solution for Tibb who are committed to providing the highest quality, clinically proven and uniquely formulated natural products to all South Africans. Site selection for the campaign was focused in proximity to consumer social environments and places of purchase, such as shopping centres and pharmacies, with a total reach of over 700,000 consumers monthly (ROAD2015/2016/2017C).
Tibb is rapidly becoming one of the most highly regarded pharmaceutical companies in South Africa and the winter campaign highlighted the message that consumers should be boosting their immune systems over the winter period. The strong call to action in the creative was aided by a competition element which required a simple scan of a QR code to find out more about the range and to take part in the competition in these high dwell time environments.
“Bus shelters can be utilised in a targeted and contextually relevant manner and are positioned to attract the attention of consumers on their daily commute. Out of Home drives mobile, social and digital engagement better than any other advertising medium, and Tibb’s utilisation of bus shelters and inclusion of a mobile engagement call to action was an ideal solution with which to take advantage of this fact,” says Jonathan Everest, Head of Sales at Street Network.
Small format Out of Home is one of the most effective media platforms driving consumer recall and engagement, while according to a recent study from Nielsen and the Outdoor Advertising Association of America (OAAA), Out of Home is the most cost-effective ad format for brands.1 “Considering that the Nielsen and OAAA report further showed that 46% of the study’s participants profess to having conducted an online search as a result of seeing or hearing something advertised on an Out of Home media platform, Tibb’s bus shelter campaign creative execution was right on target,” concludes Everest.
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1 (OAAA n.d.)