A story about fame
at the pharmacy
The setup
Superdrug have an app. If you shop there and don’t have it yet, you should. Its free. It’s packed full of discounts and you can even ‘Go VIP’ for extra perks. So we thought to ourselves, how do we make ‘Going VIP’ feel fun and desirable, without sounding like we’re taking ourselves too seriously?
How do we switch busy shoppers over from a physical loyalty card to an app without making it feel like hard work?
The aim
Launch a rare OOH campaign for Superdrug
Maintain Superdrug’s unique brand TOV
Encourage app downloads
Create a campaign Superdrug could be proud of
The masterplan
Across a series of high impact OOH sites we would take our message to the people, and drive downloads. We’d tell people that with the Superdrug app, anyone can be VIP. Or at the very least, ‘almost famous’.
A future forged in gold? Celeb parties? That influencer lifestyle? It’s just an app, don’t be carried away.
But you can save big at Superdrug. And maybe that’s enough for a Tuesday.
