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ADVERTISING: Wellness Days Make for Healthy Brand Communication

 





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In a consumer environment where brand communication is no longer a one-way street, setting up a healthy dialogue between a brand and its customers should be high on any marketer’s list. With its wellness-day concept, The Advertising Booth is taking the need for “healthy dialogue” literally.

While its roots are in traditional advertising and strategy, this full-spectrum agency has nonetheless focused on finding new, interactive ways to connect with consumers.

“We’re finding more and more that traditional advertising is not always the most relevant way for a brand to communicate,” says Christa van Dyk, MD of The Advertising Booth. “To make an impact in an increasingly connected world, brands must engage with customers. One of the best ways to do this is to deliver branded experiences through activations and promotions that are relevant to each particular target market.”

The Advertising BoothÂ’s wellness-day concept ties in with the agencyÂ’s specialisation in sporting promotions and activations. It has built up a solid track record in this field, what with its involvement on behalf of sponsors in numerous City2City and Comrades marathons, and other major sporting events.

“There is growing interest in healthy living,” says Van Dyk. “Not everyone goes as far as running a marathon in the quest to be healthy, but health and wellness is something which concerns all consumers. Whether we’re running a wellness day in a remote mining town, or around large sporting events like the Cape Argus Cycle Tour, the City2City Marathon and the Comrades Marathon, health is always a hot topic.”

This explains the strong uptake of the agencyÂ’s wellness-day concept; in the first four months of 2012 alone, The Advertising Booth ran 40 wellness roadshows, reaching approximately 50 000 consumers.

“Wellness days are a good way for any brand interested in promoting health, whether it’s the health of employees, members, clients or the community,” says Van Dyk. “This is a way for a brand to provide a valuable service while building up a reputation of caring.”

HEALTHY BODY, HEALTHY BRAND

The Advertising Booth wellness days offer the kind of health tests that many people canÂ’t afford themselves, or simply never get around to doing.

For each activation, the agency sets up branded wellness stations where people get a range of free personal health assessments carried out by professional nurses, sourced where possible from the target audienceÂ’s local community.

Depending on the target market, a variety of tests are available. There is wellness testing, with tests like body mass index, blood pressure, random glucose, cholesterol, and fitness testing such as lung function and cardio checks. Clients can also opt for flu shots, HIV counselling and testing, eye and dental screening, and even intervention services such as breaking the smoking habit, weight loss management, and depression counselling.

“We run the entire activation, from sourcing staff and setting up, to managing the branding and marketing collateral,” says Van Dyk. “We also ensure that the activation is worked into the overall brand strategy, tailoring it to each target market.”

These wellness roadshows add another string to The Advertising Booth activations bow, which includes other experiential marketing elements such as mall, in-store, community and campus promotions and activations.


 
 
 
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