Unique mobi campaign drives mothers online

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Adcock Ingram has thus signed up with Billads Bill Folder advertising to generate awareness around its Unique Formulations supplement range, and to encourage consumers to find out which Unique supplement is right for them by using the iamunique.mobi two-minute supplement advisor.

Booked by Initiative Media, the Billads campaign targets LSM 7-10 mothers aged 30 and over, in high dwell-time coffee shops and other light meal environments. It runs at the coast, over the festive season, in December and January, and moves to Gauteng in February 2013.

"We aim to educate consumers about the benefits of using supplements specific to their dietary needs, and have thus provided an easy to use and access iamunique.mobi two-minute supplement advisor which consumers can engage with whilst inside the coffee shop or restaurant," says Mandla Mkhwebane, Senior Brand Manager - Supplements, Adcock Ingram.

"People are generally thinking about nutrition and eating a good, healthy meal when they are looking at a menu. The Billads campaign thus reinforces this thinking when they receive the bill and this is what drives the message home," adds Khethiwe Kaka, Implementation Planner at Initiative Media.

"Consumers are always more relaxed when they are enjoying a cup of coffee or a meal with friends or family. This, combined with the high dwell-time that they usually spend with the bill, ensures significant message uptake," says Craig Segal, the Managing Director of Nine Mile Media.

"They also have the time, right there and then, to engage with the iamunique.mobi two-minute supplement advisor. Once the message has been absorbed, the consumer is more likely to purchase the product most suitable for their needs, which is available for sale in the same shopping complexes as our Billads sites," he adds.

Your health needs met in one unique step!

For more information, contact Craig Segal at 0861 64 63 64 or email craig@ninemile.co.za. Follow him on Twitter: @CraigSegal

Nine Mile Media DNA
Nine Mile Media has unique media holdings in ambient high 'dwell-time' environments, such as restaurants, coffee shops, taxis, airports, hotels, forecourts and mall food courts. Its experiential marketing division, Edge, offers advertisers unique marketing and sampling platforms, whilst Billads delivers brand experiences, including sampling, directly into the hands of over six million upmarket consumers every month using its network of over 700 venues. Billads also boasts an ambient media first in consumer research, and is currently tracking at 68% brand recall across over 2500 consumer interviews. For more information, contact Nine Mile Media at 0861 64 63 64 or email info@ninemile.co.za