Mon, 20 Feb 2023 14:10:24 GMT
Boots today celebrates its biggest healthcare campaign to date – ‘Our Health Is As Individual As We Are’ – championing women’s health and driving awareness of Boots’ expanding and convenient healthcare offering, both online and on the high street.
The film follows several women navigating familiar life moments with the expert help of Boots at their side. We see characters experience period pain, night sweats during the menopause and cough and cold symptoms. Set to the song, “Girl’s Gotta” by Danger Twins, the empowering track epitomises the confidence in women having healthcare options, including access to products and services* that allow them greater autonomy to manage their health, their way.
At the end of the film, we see each of the women using and accessing the healthcare support they need in a convenient way, highlighting the ease of access to healthcare support at Boots. The advert closes with Boots’ new, purpose-driven tagline ‘With you. For life.’
Pete Markey, Chief Marketing Officer at Boots said: “This campaign aims to reaffirm Boots as the leading healthcare business in the UK. Our most recent campaigns outside of Christmas have focused on our beauty offering and have been very successful in terms of shifting perception in that area. Now, we want to ensure our customers are aware of the full range of healthcare advice, products and services they can access with us that they might not have known about before. This advert is also the launchpad of ‘with you for life’ in healthcare marketing and we think it really encapsulates how we are there for our customers at every life stage.”
The campaign also highlights the expanding number of healthcare services available in store and online. Boots now offers more healthcare services than ever before, having doubled the number of healthcare services it offers in the past three years to 125. This includes over 15 dedicated women’s healthcare services like the Boots Online Doctor Menopause and HRT Treatment service,** which has seen a 235% increase in treated orders in the last year.
As part of this campaign Boots has expanded its Price Advantage scheme to include a wide range of women’s health products.* It has also launched new training modules for its 4,500 pharmacists that provide information on four key areas of women’s health: periods, fertility, pregnancy and menopause.
Our Health Is As Individual As We Are is directed by Max Fisher through Rogue Films and will run for a period of six weeks, targeting women of all ages going through different stages in their lives.
The campaign will reach a forecasted 11.8 million women across multiple touchpoints in their health journeys. Personalisation has been weaved into the campaign with 60% of media activations backed with Boots’ first party data, interactive formats and localised dynamic creative across programmatically bought digital out of home.
As well as TV and digital OOH, the campaign will also be supported with print, social, digital, in-store and online, driving a fully integrated campaign. Through Boots Media Group, this campaign is also supported through the largest number of suppliers for a healthcare campaign, who will have their products and services highlighted.
Leonie Hondeborg, Associate Strategy Director at The Pharm said: “Women’s health experiences are so individual, yet many often find themselves with a ‘one-size fits all’ solution that isn’t tailored to their needs. We needed to show women that their health deserves better, there’s no right or wrong, and that Boots support is easily accessible to all.”
Categories: Retail and Restaurants , Retail StoresRogue Films, Mon, 20 Feb 2023 14:10:24 GMT