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Health

PruHealth roll out new marketing campaign with Rapier

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By The Drum Team, Editorial

January 12, 2012 | 2 min read

PruHealth is launching its first advertising and marketing campaign in more than three years, created by Rapier, as it ramps up its effort to increase brand awareness in 2012.

Rapier developed a press and outdoor campaign called ‘Well Rewarded’, which builds on three pillars to communicate that PruHealth makes getting and staying healthier cheaper and easier, motivates people with rewards when they get healthy, and looks after them when they become ill.

Supported by social media activity, the campaign is held by MediaCom in above the line media, including national and regional press and 48-sheet posters at rail and tube stations, and by bigmouthmedia in digital media.

It will run between January to March in the first instance with follow up campaigns planned for later in the year.

Keith Kropman, PruHealth’s marketing director, said: “January is typically a time when people are feeling the pinch, both in terms of their waistlines and in their pockets. We are making it easier for them to get healthier and fitter and helping them save money and enjoy life for less. In addition to traditional channels, we are putting a big emphasis on our website and online promotion due to the increasing growth of digital channels amongst consumers in researching and making purchasing decisions about health and health care.”

As part of the campaign, PruHealth also launched a new website with LBi this month, including new digital tools such as a Partner Finder map to show where Vitality partners are located in proximity to a specific postcode, and a new Vitality Savings Calculator, which shows how much people could save when they join, based on their personal preferences.

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