Billads – Mobi campaign drives mothers online
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Billads uptake is on the up, and Adcock Ingram is using this forum for awareness of its unique supplements.

Awareness and answers

Adcock Ingram has signed with Billads Bill Folder advertising to generate awareness around its Unique Formulations supplement range, and to encourage consumers to find out which unique supplement is right for them by using the iamunique.mobi two-minute supplement advisor.

Target market

The Billads campaign targets LSM 7-10 mothers aged 30 and over, in high dwell-time coffee shops and other light meal environments.

Rationale

“Consumers are always more relaxed when they are enjoying a cup of coffee or a meal with friends or family. This, combined with the high dwell-time that they usually spend with the bill, ensures significant message uptake,” says Craig Segal, the Managing Director of Nine Mile Media.

“They also have the time, right there and then, to engage with the iamunique.mobi two-minute supplement advisor. Once the message has been absorbed, the consumer is more likely to purchase the product most suitable for their needs, which is available for sale in the same shopping complexes as our Billads sites,” he adds.

 Duration and target area

The campaign runs at the coast, over the festive season, in December and January, and moves to Gauteng in February 2013.

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