“It was our first time working in such an integrated way. All our 220 stores were to be integrated together with our suppliers and all other channels. Internally, Run for Life – became a very positive campaign. It was a complete concept with exposure in shops, PR, events, editorial cooperation, sales competitions, etc. It was the way The Ida P Company packaged and integrated the message that made all the difference.”
Peter Svorono, Country Manager – Sweden, Life (Health chain)
Client: Life (Health chain).
Concept name: Run for Life.
Alliance/partner: RIX FM.
Project group: The Ida P Company: Project lead, creative idea, and integration of partners and suppliers. Falck & Co: Production communication in stores. Life: PR. K2 Analys: Results analysis.
Assignment
Create a nationwide, integrated campaign in a medium where the health industry chain Life would be the main sender. Together we would find and highlight at least three suppliers and their products and create a sales-driven campaign.
Campaign set-up
The highlighted products during the campaign were Femal balans, Omrons step counter and Method Draine Detox. All the products were loaded with additional value, a bonus that consisted of an overnight stay at a hotel in a rural environment.
To reach consumers we partnered with one of Sweden’s biggest radio stations, RIX FM. We used both traditional ads and advertorials where the hosts prepared, both physically and mentally for the big finale, a race we named ”Run for Life”. Examples included using the step counter to track their progress and one of the hosts going on a period of “detox”. The race in Stockholm was broadcast live nationwide on RIX FM with 1.3 million listeners. The products were highlighted in Life stores and to drive additional sales, a sales competition with the RIX FM hosts Gery Fylking, Titti and Roger was created. We also used traditional direct marketing and advertorials in Life’s own magazine, Daily Wellness.
