Pruhealth Campaign
Peter Brown — September 2, 2008 — Marketing
References: real-life
Pruhealth, a UK health insurance provider, turned London bus stops into fruit dispensers. A piece of fruit is delivered to onlookers each minute while stock lasts.
In an interesting example of experiential marketing, the bus stops have been converted to clear plastic hoppers which display and vend oranges. The instruction is “help yourself”. The converted bus stops were already causing a stir in time for the morning rush, with a gaggle of participants waiting for the oranges to fall.
Half of the fruit had already been dispensed by mid morning; it is not clear whether the machines are restocked during the day. The advert, however, does clarify that fruit is fresh daily.
Each piece of fruit is labeled with the brand and a link to a microsite containing a DIY health check. The brand already has a tie-in with a major UK supermarket to offer its customers loyalty points when purchasing fresh fruit and vegetables.
Further photos at http://www.flickr.com/photos/soniafrommarseille/tags/pruhealth
In an interesting example of experiential marketing, the bus stops have been converted to clear plastic hoppers which display and vend oranges. The instruction is “help yourself”. The converted bus stops were already causing a stir in time for the morning rush, with a gaggle of participants waiting for the oranges to fall.
Half of the fruit had already been dispensed by mid morning; it is not clear whether the machines are restocked during the day. The advert, however, does clarify that fruit is fresh daily.
Each piece of fruit is labeled with the brand and a link to a microsite containing a DIY health check. The brand already has a tie-in with a major UK supermarket to offer its customers loyalty points when purchasing fresh fruit and vegetables.
Further photos at http://www.flickr.com/photos/soniafrommarseille/tags/pruhealth
Trend Themes
1. Experiential Marketing - The use of fruit dispensing bus stops as a form of experiential marketing opens up opportunities for businesses to create unique and engaging brand experiences.
2. Health Conscious Marketing - The Pruhealth campaign highlights the trend of health-conscious marketing by using fresh fruit to promote a healthy lifestyle, providing opportunities for businesses to tap into this growing consumer demand.
3. Partnership Marketing - The partnership between Pruhealth and a major UK supermarket to offer loyalty points for fresh fruit and vegetables showcases the trend of collaboration between different industries to promote healthy living.
Industry Implications
1. Health Insurance - The fruit dispensing bus stops present an opportunity for health insurance companies to promote their services through innovative and health-focused marketing campaigns.
2. Food and Beverage - The use of fruit as a promotional tool opens up possibilities for food and beverage companies to create unique marketing campaigns that emphasize health and wellness.
3. Retail - The partnership between Pruhealth and a supermarket to offer loyalty points for fresh produce highlights the potential for collaboration between the health and retail industries to promote healthier lifestyles.
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