Wellness pro advertising campaign

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Advertising Campaign Proposal for WellnessPro

Brand: WellnessPro

WellnessPro is a company that distributes advanced nutritional products through networks of independent distributors around the world. The company is based in Los Angeles and has affiliate offices in 10 countries worldwide. WellnessPro prides itself on developing products that are 100% natural and ecologically clean, positioning itself as a premium nutritional brand.

Situation:

WellnessPro provides unique and effective nutritional solutions for overall health. Though the brand is recognized in many other countries as a premium brand, WellnessPro has yet to break into the competitive US market. The company wants to change the traditional network marketing approach of just advertising the products to the existing customers and expand its target audience by focusing specifically on the weight loss program, as it is the most lucrative in terms of market share. The magnitude of this market provides for heavy saturation. A strong advertising campaign which highlights brand advantages and product differentiation is essential and must be effectively communicated to the public.

Position:

WellnessPro currently focuses on the nutritional characteristics of its products rather than the benefits it provides to the consumer. The company currently uses a marketing strategy that caters to an older audience that is well aware of the side-effects of quick-fix diets. By launching the “Easy Solutions for People on-the-Go” campaign, we are hoping to keep the current consumer base while targeting busy, time-conscious consumers. By emphasizing the diet being an effective and nutritional weight loss program that easily fits into their busy lifestyles, we hope to expand our target market to 25-45 year old business professionals and “people on-the-go” who live in major metropolitan cities across the US.

Media Plan Given the nature of direct sales businesses, the traditional forms of advertising are not at the forefront of our marketing strategy. The budget of our campaign is $100,000 and our new strategy includes reaching a younger target audience. The initial media placements will be launched in major metropolitan cities across the US, and if effective, the campaign will be extended to other areas.

Ad-X has devised a cross platform campaign that will target busy people by capitalizing on the “convenience” of the diet. The main purpose is brand awareness and expansion of the existing customer demographic. The launch of the campaign will take place in March as people are beginning to prepare for the summer season, weddings and other events that take place in the summer make March and April the ideal time to kick-off a weight loss season.

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Each platform will have a different tagline that focuses on the convenience of the product. The slogan chosen by WellnessPro, “Solutions for Life” will remain the same. The call to action across all platforms will be to visit the website www.wellnesspro.com for more information.

TV Ad

Headline/Tagline:“Wellness Pro – Successful Weight Loss… The Easy Way”

Placement:Afternoon talk shows on affiliate stations. Comedies and dramas which air later in the evening on basic cable(i.e. “The Closer,” “Law & Order,” “Royal Pains”) when 9-5’ers are home, watching TV, and feeling guilty about the fattening snacks they’re eating, and the fact that they’re watching tv and not exercising.

Radio Spot

Headline/Tagline: WellnessPro – Weight Loss made easy!

Placement:In the major metropolitan cities in the US the radio stations of the following formats will be running the spot:

Music Genres: Adult alternative, Classic Rock, R ´n B, Hip Hop Not mainstream stations due to budget reasons. The spot will rather run

more often over a longer time span on the above formats where we will reach the target audience.

Time: during lunch hour, evening (from 5 p.m. until 11 p.m.) and early morning to reach the business people/working professionals with an on-the-go lifestyle.

Online Ad – Automatic Video

Headline/Tagline: There’s an easier way to shake off the pounds!

Placement: We plan to do the pay per impression advertising, as we believe the ad will generate interest.

It will appear on the sides of weight loss related websites such as livestrong.com, caloriecount, webmd, etc. Due to the budget we will also attempt to place out ad on the less conventional websites that indirectly encourage weight loss:

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wedding websites like www.theknot.com high school reunion sites like www.classmates.com, dating websites like www.match.com. weight loss communities such as www.sparkpeople.com

Print Ad

Headline/Tagline: Lose Weight, Not Your Lifestyle!

Placement: The ad will run in local and trade magazines that target the professional, on the go audience, such as 805, 944, LA weekly, etc. if the budget permits we would run the ad in Times and Business Week.

Outdoor Ad – Billboard

Headline/Tagline: Weight Loss Made Easy

Placement: The advertisement will be placed in our target markets across the United States. The target markets include the major markets such as Los Angeles, New York, Chicago, Miami, San Francisco, Houston, Dallas, etc. The ads will be centralized around transportation services such as bus, airport & subway terminals.

- Buses: Ads placed on busses in high traffic locations that have access to business centers (panels)

- Airport Terminals: Placed as a backlit display, digital display or banner, along moving walkways and in domestic terminals/waiting gates.

- Subways: Placed on rail & subway interiors, and as platform displays (posters in terminals).

Twitter

"Want to lose weight in a #nutritional and effective way without changing your lifestyle? So did Dave M, See how he did it: http://ow.ly/3SIST"

Driven by Tutorials and Success Stories of people who used WellnessPro products.

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The tweet would link to the tutorial videos page on the WellnessPro Website We would also include hashtags, like #nutritional or #diet and etcetera for more views and searches

TV AD

CLIENT: WellnessPro

PROJECT: WellnessPro Shakes

TITLE: “Not So Easy”

UPDATED ON: 2/9/2011 VERSION #: :30

AUDIO: VIDEO:

SPOKESMAN: (TO CAMERA) Everyone has different reasons to lose weight. But we all want it to be easy.

FIT GUY: (TO CAMERA) Work out at home. It’s easy!

Spot opens on a SPOKESMAN (40’s)

AN ALL WHITE SET. A fit, good-looking guy (20’s) smoothly works out on a complicated exercise machine.

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FLABBY GUY: (TO CAMERA) Not so easy.

PERKY WOMAN #1: (TO CAMERA) We’ll send you a full month of low-cal meals. It’s easy!

HEAVY WOMAN: (TO CAMERA) Not so easy.

(MUSIC CUE) 80’s STYLE DANCE MUSIC

WOMAN: Put a rubber band in your stomach. It’s easy!

SFX: HEART MONITOR BEEP

SURGEON: Does this look easy?

SPOKESMAN: Here’s another solution. (HOLDS UP SHAKE) Replace one meal a day with a

AN UNFINISHED BASEMENT. A FLABBY GUY (40’s) struggles to work out on the same exercise machine. A PIECE OF THE MACHINE breaks off in his hand.

A “HOME SHOPPING NETWORK” TYPE SET. Two perky women stand behind a table covered with packaged food.

A HEAVY WOMAN sits sprawled on her couch, surrounded by a full month of EMPTY MEAL CONTAINERS. Her CAT licks an empty container on the coffee table.

A WOMAN (mid-30’s) dances awkwardly in front of a sign that reads GASTROBAND.

AN OPERATING ROOM. A SURGEON works on a patient. He looks up at CAMERA and pulls down his mask.

BACK TO SPOKESMAN.

As he talks, he walks from HIS SET to the FIT GUY’S SET. The FIT GUY is now PINNED under the COLLAPSED EXERCISE MACHINE, his legs flailing.

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delicious WellnessPro shake. It’s convenient, it’s economical…

CREW GUY #1: (TO FIT GUY) No sweat, buddy. We just need the chain saw.

SPOKESMAN: It’s easy.

VO: WellnessPro. Successful Weight Loss… the Easy Way

BURLY CREW GUYS surround him.

SUPER: www.wellnesspro.com

RADIO SPOT

CLIENT: WellnessPro

DATE: 02/04/2011 PROJECT: WellnessPro Brand Awareness & Retargeting Campaign

CALORIE GAMESHOW

(60 sec.)

The following dialog is fast-paced.

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SFX: Audience cheering, clapping hands

GAMESHOW HOST (male voice): And we´re back with “Calories for Cash” - the show where

you get cash if you know your calories! First question: How many calories are in a fast food

hamburger?

SFX: LOUD BUZZER SOUND

GAMESHOW HOST: Yes Kelly.

KELLY (young female voice, sounding like around 25 years old): 320!

SFX: “WRONG” SOUND

GAMESHOW HOST: No, sorry..It´s 580 calories. - How about an order of blueberry pancakes?

SFX: LOUD BUZZER SOUND

TOM (young male voice around 30): 200!

SFX: “FAIL” SOUND

GAMESHOW HOST: No it´s 460 calories, Tom. - How about the calories in a hot dog?

SFX: CLOCK TICKS – then “Fail” time out sound. “Audience” makes noise ohhhh.

ANNOUNCER (female voice VO): If you want to lose your weight without counting calories

WellnessPro gives you an easy solution: The WellnessPro nutrition shakes replace one meal

per day, giving you all the nutrition you need and helping you lose weight the easy way. And

your body feels healthy at the same time! Find out more at www.wellnesspro.com or call 1-800-

WellnessPro.

GAMESHOW HOST: And how many calories are in the WellnessPro Nutrition shake?

SFX: many buzzer sounds

Voices: 130!!

SFX: “CORRECT” BELLS RINGING

GAMESHOW HOST: That´s right! Only 130!

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SFX: Audience cheering.

ANNOUNCER: Wellness Pro – the Nutrition shakes that taste great, making weight loss really

easy. Visit www.wellnesspro.com or call 1-800-WellnessPro for more information. 1-800-

WellnessPro. Weight loss made easy.

Online Ad

CLIENT: WellnessPro

PROJECT: WellnessPro Shakes

TITLE: “Weight Loss Made Easy”

UPDATED ON: 2/9/2011 VERSION #: :30

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AUDIO: VIDEO:

SFX: An upbeat 80s song.

SFX: A happy sounding tune.

VO: Wellness Pro. Weight Loss Made Easy!

A woman dressed in 80’s exercise gear works out to high impact music while using shaky weights.  She tries to put the weights down it but they’ve over taken her and she can’t stop shaking them.  She buckles over still shaking.

SUPER: There’s an Easier Way to Shake the Weight and Drop the Pounds

A woman appears drinking a wellness pro shake with a smile.

SUPER: WellnessPro Weight Loss Made Easy! www.wellnesspro.com

Print Ad

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Outdoor Ad

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