Category: Best Use of Experiential Marketing in a Promotional Campaign
Advertiser: WALGREENS
Product/Service: WALGREENS
Agency: ARC WORLDWIDE
Vice President/Creative Director: Rich Hashimoto (Arc Worldwide)
Creative Director: Michael Starcevich (Arc Worldwide)
Creative Director: Tom Barker (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.
Walgreens is in the business of keeping people healthy, but so is every other American retail pharmacy. In a category that's all about convenience, we needed to set Walgreens apart as the best choice. While other stores were just talking about wellness, we knew we had to start doing something for and with our shoppers to improve their health. So we set out to boost Walgreens' brand image and create loyalty by engaging directly with our shoppers.
Describe how the promotion developed from concept to implementation.
The idea was Walk with Walgreens: a loyalty programme that rewards people just for walking. The programme got Americans moving and gave them in-store incentives for doing so –getting them back into Walgreens stores again and again.
We took over Times Square, leveraged media integrations and reached across the social web. We also teamed with local not-for-profit walk events, signing people up and passing out free starter kits. Members then visited an online hub, logged their progress and received instant rewards. Our interactive, online experience gave members support, information and the means to set, track and achieve reward-generating goals.
Explain why the method of promotion was most relevant to the product or service.
When it comes to healthy habits, we knew that there was a big gap between knowing what to do, and doing it. An experiential promotion was the most relevant way to engage our shoppers because it actively nudged Americans to do something simple for their health. We gave people a reason to get off the couch and do something, and we gave them everything they needed to get started.
Walking is simple. It’s easy, free and something almost everyone can do. This made it the most accessible activity around which to build our programme.
Describe the success of the promotion with both client and consumer including some quantifiable results.
- Those aware of the programme were dramatically 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)
-49% ‘would describe the Walgreens brand as 'innovative' ‘ (15 points higher)
- Turned awareness and positive image into increased store visits:
-Average shopping consideration was 72% among those aware (10 points higher)
Over 400,000 people have signed up and have walked over 3.9bn steps.