MARKETING / BUSINESS OBJECTIVE

A leading pharmaceutical brand sought to raise awareness of the risks associated with Atrial Fibrillation (AFib) and influence AFib patients and care-givers to visit the brand’s AFib-focused awareness website (unbranded).

MEDIA AND CREATIVE STRATEGY

PRN’s HDTV Network and Checkout TV® Network are captivating in-store digital media solutions strategically located at or near the point-of-purchase in leading supermarket, mass and club retailers across the country. The Brand selected these networks to reach a diverse population of consumers affected by AFib.

The brand’s campaign highlighted the consequences of the ailment, and then focused on awareness and education versus a brand or product. Two supplied spots – each optimized for the respective networks – contained calls-to-actions urging and AFib patients and their non-professional care-givers to visit an unbranded website dedicated to AFib awareness.

The campaign, which included a strategic media mix of Broadcast TV, Internet and in-store advertising, simultaneously aired on both PRN networks for eight weeks (Q4, 2012- Q1, 2013).

RESEARCH APPROACH

Worldwide Panel conducted a test / control online study with 365 respondents (patients and non-professional caregivers).

Primary results indicated the in-store campaign was successful and the most effective advertising medium.

RESULTS

  • Airing the on multiple PRN Networks lead to Ad Recall (50%1) nearly three times higher than Traditional TV (17%2)
  • Likelihood for viewers to take action and visit the website increased 39%1
  • In-store media proved the most effective medium to build awareness for the website1: More effective than Internet and Traditional TV1

COTV_Case_RX-Drugs_VisitWebsiteCOTV_Case_RX-Drugs_AwareWebsite

1Atrial Fibrillation Pharmaceutical Therapy, Checkout TV® Network and HDTV Network Campaign Effectiveness Study, 2012/2013
2Ad Recall Stats: TV Dimensions, 2011

 
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Send a message to retail shoppers that’s loud and clear on a stunning wall of HD screens. The HDTV Network speaks to your target consumers as they shop America’s leading mass retailers like Target and Costco. It’s a powerful customer engagement tool that captures the attention of large audiences with in-store advertising in high traffic areas. With stop-in-your-tracks content, the HDTV Network showcases your products and services to affluent consumers who like what they see and aren’t opting out as they do at home with remotes, DVRs and On-Demand. Watch the HDTV Network complete your integrated media plan.

About PRN
PRN is the leading digital media company specializing in in-store shopper engagement solutions that activate shoppers along the path to purchase right up to the point of sale. PRN’s video and audio networks span over 7,300 retail locations within some of the nation’s top retailers. PRN’s scale, consumer focus, and innovation with mobile and audience targeting position both retailers and brands for success. Contact us to find out how we complete your digital out of home marketing plan.

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