Co-op Health embraces power of data for outdoor blitz

Coop_HealthCo-op is aiming to drive awareness of its NHS repeat prescription service by combining the scale and reach of out of home with the performance capabilities of social and mobile display to create a powerful location-first advertising campaign.

Co-op Health is claimed to be the first online pharmacy to enable customers to access its repeat prescription service using their NHS login, and get their prescriptions delivered to their homes free of charge, or to local Co-op stores.

The highly targeted campaign is running across England and features classic and digital out of home frames ringfenced by geotargeted social and mobile display ads to deliver a “multiplier effect”, designed to encourage people to register for the service online and download the app.

Devised by out-of-home (OOH) and location marketing specialist Posterscope, in collaboration with Carat UK, the campaign launches this week and runs until September 20, as part of a wider initiative featuring radio and print ads.

Co-op Health ecommerce growth lead Rachel Rowe said: “At a time when it’s never been more important to look after ourselves, the Co-op Health website and app empowers people to manage their own health securely and conveniently.

“By being able to use their NHS login even more people can now easily take charge of their repeat prescriptions in realtime and get delivery direct to home. Out of home has demonstrated its effectiveness across other parts of our business so we were keen to factor it into this campaign.”

Earlier this month, Posterscope launched a new trading platform which it is claimed enables the planning, purchase and activation of digital campaigns in near real-time, but only when it is going to have most impact.

Using “Ecos Now”, a drinks brand, for example, will be able to boost spend when optimal weather conditions are met, or a food retailer will be able to promote an abundance of perishable goods or simply react to an increase of the target audience in a specific location.

Posterscope insists this approach “truly leverages the inherent agility and flexibility that digital OOH has the potential to offer”.

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