Vitaforce stresses need for Nutri-B with innovative tactical campaign

The campaign utilises a multi media approach comprising print advertising, ambient trucks and intersection giveaways. This strategy allows for a broad penetration of the advertising message, providing potential customers with multiple opportunities to interact with the campaign.

A highly distinctive print campaign provides the underlying structure behind the project. Four unique advertisements, each detailing a different kind of stress, have been placed in various magazines during the months of October, November and December.

"Each advertisement is highly specific to the media to which it has been released," says Stephanie van Niekerk, copywriter, The Jupiter Drawing Room. "Although all four advertisements have the same underlying message, each one is aimed at a specific sub-section of the target market."

Certain full-page advertisements have been positioned next to half-page advertorials dealing with various issues around stress. Topics such as elevated levels of homocysteine as an indicator for heart disease and how Nutri-B contains three key nutrients shown by research to reduce its harmful levels, provide an educational ingredient to the campaign.

Ten trucks, each branded with the message: "Isn't it strange how you're bound to get stuck behind one of these whenever you're running late for an appointment?" form an essential element of the campaign. The trucks, commissioned to circulate throughout Gauteng, Cape Town and Durban during October and November, provide an unexpected advertising opportunity for targeted marketing.

"Ambient trucks presented a unique medium with which to convey our message in that exact moment of stress when someone is stuck in traffic," says Jonathan Deeb, Art Director, The Jupiter Drawing Room. "As such, we know we are reaching the exact people for which the product was designed."

The final component of the campaign involves 30 000 branded stress balls handed to motorists at various intersections in Johannesburg. An SMS competition element has been included whereby recipients stand a chance of winning a number of stress-relieving prizes such as Vitaforce Nutri-B hampers, theatre tickets, back and neck massages, as well as a full day retreat at one of South Africa's finest health spas.

According to van Niekerk, the overall strength of the campaign lies in the way it aptly portrays a number of everyday stress-inducing scenarios to which a broad spectrum of people can relate. As such, the campaign has a low burnout factor as it can be easily extended for future advertising campaigns.

"The Vitaforce Nutri-B campaign is highly innovative and effective as it seeks to deliver a targeted product message by combining a number of different advertising media," says Yvette Thompson, Marketing Manager, Pharma Natura. "As such, it successfully reinforces Pharma Natura's innovative brand philosophy and positioning."