Friday, January 13, 2012
PruHealth has rolled out its first advertising and marketing campaign in more than three years, in an effort to increase its brand awareness in 2012 and promote the launch of a new raft of partners providing significant benefits and discounts in its unique Vitality wellness programme.
A lynch pin of the marketing effort is a new website which was created by global marketing and technology agency, LBi, and was launched on 2nd January 2012. It has been built to enable consumers to engage with PruHealth in a rich, rewarding way by presenting information in a personalised way depending on what is relevant to and matters most to them. It includes new digital tools such as a Partner Finder map to show where Vitality partners are located in proximity to a specific postcode, and a new Vitality Savings Calculator, which shows how much people could save when they join, based on their personal preferences.
To support the launch of the website and establish PruHealth’s brand credentials, creative agency Rapier has developed a press and outdoor campaign called ’Well Rewarded’, which builds on three pillars to communicate that PruHealth makes getting and staying healthier cheaper and easier, motivates people with rewards when they get healthy, and looks after them when they become ill.
The campaign, bought by MediaCom in above the line media (national and regional press and 48-sheet posters at rail and tube stations), and by bigmouthmedia in digital media, will run between January to March in the first instance with follow up campaigns planned for later in the year. These will be supported with social media activity including Facebook, YouTube,Twitter and blogger engagement.