Priceline campaign exceeds capacity
Priceline Pharmacy’s inaugural outdoor campaign features more than 200 adshels, with 56 in the Sydney
CBD – home to Australia’s first Sephora store.
It has also distributed $10 vouchers as part of the campaign as well as using an interactive voucher booth which ran out of vouchers within three hours.
Extra print runs have been organised and the booth will be restocked at 6:30am every day and is likely to
need multiple refills a day to cope with demand.
This outdoor campaign complements a targeted, direct marketing campaign to Sydney-based Sister Club members who have shopped at a CBD Priceline Pharmacy.
Mark O’Keefe, GM marketing, Priceline Pharmacy said the December campaign is designed to capitalise on high traffic in Sydney, especially the CBD, in the lead up to Christmas.
“Outdoor has given us the perfect canvas to set out our beauty credentials, whilst reinforcing that as a Pharmacy we meet all health needs as well,” said O’Keefe.
The Sydney focused campaign is part of a bigger, national program which includes television commercial, ‘The Beauty of Priceline Pharmacy’, featuring both brand and price messaging.
This is supported with Priceline Pharmacy’s fortnightly catalogues distributed to 3 million households; regular, targeted communication to Sister Club members, who now number 4.7 million; social media channels; and website.