Testing the Nation's hearts

Raised cholesterol affects 2 in every 3 UK adults. The challenge was to cut through the wall of ignorance surrounding the subject to make Flora pro.activ the preventative solution.

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Testing the nation's hearts

Destination

Heart disease is the nation's biggest killer. Our challenge was to cut through the wall of apathy and ignorance surrounding the subject to make Flora pro.activ the preventative solution.

Platform

We knew a mass awareness campaign was not going to work. The key was to change a nation's behaviour and make it personal, because without first hand knowledge of the risk, the relevance of Flora pro.activ's product range is greatly reduced.

Design and Delivery

The idea was to hit the streets on a massive scale by creating a cholesterol and blood pressure screening programme, testing the nation's hearts in city centres and supermarkets across the UK. It required true scale to reflect the seriousness of the problem and the stature of the brand. We worked with six partner agencies to make it happen, constructing a huge integrated campaign themed around consumer education, event involvement, product trial and conversion to sale.

National TV and press were used to deliver event announcement. Local media provided event invitation and reached out to local communities. Media weight was used to regulate daily consumer flow to venues. We worked closely with PR to integrate dedicated regional ambassadors including Anneka Rice, Chris Boardman, Colin Jackson, Steve Cram, Neil Fox and Sir Matthew Pincent.

Conversion from awareness to sales when the screening programme was in town was achieved through sampling, couponing and trial via on-pack promotions, DM, GP surgeries and online.

In-store media was used to promote product deals. Finally, once all test results were in, we capitalised on World Heart Day with a national press ‘Finale' to announce the state of the Nation's Hearts and cement Flora's credentials.

Evaluation

  • The integrated campaign successfully created the biggest public heart screening ever seen. 73,000 consumers were tested over 4 months at 150 locations including 32 city centres, 104 retailers, country shows and trade HQs.
  • 1 million people received mini-drink samples and 340,000 visited the website.
  • 54% of men and 27% of women tested were referred to their GP for advice as a result.
  • AC Nielsen Analytics reported a massive 32% uplift on total base sales generating an incremental £5.9M value, an instant ROI of £1.14 for every £1 spent.
  • 88.7% of those tested asked to be contacted again.

In the longer-term it created a credible point of difference no competitor could ever hope to match.

Flora pro.activ proved beyond doubt they are a brand on a mission to make the nation's hearts healthier.

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