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Integrated Marketing-Whitworth
Key facts
Company: Whitworth Chemists Ltd, a chain of pharmacies with over 30 branches all over the UK.
Project: Integrated marketing campaign for the launch of a new Blackpool pharmacy and roll-out of the campaign to other UK areas.
Objectives:
- Introducing a new concept to represent family pharmacy.
- Delivering an efficient integrated marketing campaign, demonstrating maximum ROI whilst ensuring complete cost efficiency.
Results:
- An efficient and impactful integrated campaign conveying the pharmacy’s values.
THE BRIEF
To launch its new state-of-the-art pharmacy in Blackpool, Whitworth wanted a cost-efficient, integrated marketing campaign that captured its commitment to family, customer service and the ability to relate to its customers. It began with a call to Happy. On our first meetings, we went through the DISCOVER Happy phase, to find out as much as possible about the company's values, the brand propositions and the target audience.
THE IDEA
On the CREATE phase, Happy presented Whitworth with “The Whitties”. The Whitties are a cartoon family that represents exactly the type of customers that Whitworth caters for. The family is composed by grandma, grandpa, mum, dad, brother, sister, dog and a pharmacist. The Whitties are personable, impactful, people can easily relate to them and they are fun, as well as being a concept that can be easily applied to many different platforms.
The Whitties and the pharmacy's delivery vans
Listen to their radio adverts too, they are funny!
Meet the Whitties
Drive Through
Deliveries
THE OUTCOME
As per analysis carried out on the CONNECT phase, The Whitties have gone to be on the new Whitworth website, bus inners, vans, window vinyls, internal signage and much more. The integrated campaign is such an engaging and impactful concept that the pharmacy decided to roll it out to the rest of the UK and make it part of their brand identity.
Whitworth is happy because… “Every business says it’s passionate about service and committed to its communities,” says Louise Trought, from Whitworth’s head office. “With The Whitties, Happy has given us an engaging way to not just say it, but show it.”
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