Category: Public Health & Safety, Pubic Awareness Messages
Advertiser: WALGREENS
Product/Service: WALGREENS
Agency: ARC WORLDWIDE
Vice President/Creative Director: Rich Hashimoto (Arc Worldwide)
Creative Director: Michael Starcevich (Arc Worldwide)
Creative Director: (Arc Worldwide)
Senior Art Director: Chad Ingram (Arc Worldwide)
Art Director: Melissa Manikowski (Arc Worldwide)
Executive Vice President/Account Director: Leslie Meredith (Arc Worldwide)
Vice President/Account Director: Holly Quinn (Arc Worldwide)
SVP/Strategy Director: Elizabeth Harris (Arc Worldwide)
Account Director: Sarah Murphy (Arc Worldwide)
Account Supervisor: Heather Mullen (Arc Worldwide)
Senior Account Executive: Mallory Engle (Arc Worldwide)
Assistant Account Executive: Madeleine Hines (Arc Worldwide)
Media placement: OOH - Times Square OOH - 6 April 2011
Media placement: TV Integration - Dr. Oz, Live! With Regis & Kelly - 10 May 2011
Media placement: Social Media - Walgreens Facebook Page - 6 April 2011
Media placement: Website - Walk With Walgreens Website - 6 April 2011
Describe the objective of the promotion.
For 95% of human history, we’ve walked about 15,000 steps per day. Today, Americans average fewer than 3,000 and 75% of Americans are overweight or obese. Walgreens is committed to wellness, so they decided to help people get healthier. We knew that walking just 4,000 steps a day could drastically cut the risk of developing today’s leading diseases and that walking is easy, free and something almost anyone can do. So we built a programme that rewards people just for walking. Our objective was to get people to join and do something simple for their health.
Describe how the promotion developed from concept to implementation.
Getting people off the couch and moving isn’t a new idea. We knew that when it comes to healthy habits, there’s a big gap between knowing what to do, and doing it. We needed tangible, immediate rewards to motivate people to alter their lifestyles.
So we created Walk with Walgreens, the first loyalty program that rewards people just for walking. The programme is simple: you walk, log your steps and earn rewards at Walgreens. Once enrolled, members received a Walgreens pedometer, free starter kit and access to the online hub to log their progress and redeem rewards.
Explain why the method of promotion was most relevant to the product or service.
We partnered with health advocates to spread the word about how the simple act of walking could have a big impact on the health of Americans. Health and wellness spokeswomen Ali Sweeney and Joan Lunden helped us kick off the programme in Times Square on National Start Walking Day. We partnered with TV personalities Dr. Oz and Dr. Drew to reach their health-conscious audiences. We held registration drives at not-for-profit walks across the US, signing up people who were already walkers. Lastly, we used our 7,700 stores nationwide to reach customers through in-store signage, email blasts and social networking.
Describe the success of the promotion with both client and consumer including some quantifiable results.
- Over 400,000 people have enrolled
- Members have walked over 3.9bn steps to date, averaging 60 walks logged per user
- Those aware of the program are more positive about the Walgreens brand:
-48% say Walgreens 'inspires me to take better care of myself' (18 points higher than those unaware)
-54% say Walgreens 'helps me make informed choices about my health' (9 points higher)
- Turned awareness and positive image into increased store visits:
-Average shopping consideration was 72% among those aware (10 points higher)