Shoppers Drug Mart makes Christmas shopping simple
The pharma-retailer has launched its holiday Gifts Made Easy campaign, which targets men and women aged 25 to 54.
Shoppers Drug Mart is getting into the holiday spirit earlier than ever this year, with its second “Gifts Made Easy” campaign.
The goal of the campaign, which targets men and women aged 25 to 54, is to promote the brand’s holiday offerings, and illustrate why Shoppers should be consumers’ retailer of choice for the often stressful holiday season.
Aegis is the media buyer, while Trapeze created the holiday digital hub website and email templates, and Launchfire created an online game.
Meanwhile, Pareto is behind in-store POP for the campaign, and Elvis Communications and Eggplant studios provided creative for radio.
Tammy Smitham, VP of communications and corporate affairs, Shoppers Drug Mart, tells MiC that Shoppers is taking a TV heavy approach in the early days of the campaign, with commercials airing on Shaw and Astral’s conventional and specialty channels. But she adds that the campaign will change as Christmas draws near.
“What’s different this year is that we’ve tailored our messaging and the channels we use to meet what consumer mindsets are over the course of the entire holiday season,” she explains, noting that radio will factor into the campaign as traditional and last-minute shoppers hit stores.
The campaign will seize on digital assets, including Shoppersdrugmart.ca and social media channels. While last year Shoppers introduced a Facebook app that suggested gifts based on a user’s likes, this year’s campaign features the new Guess the Gift game, which awards players with weekly $2,500 Shoppers’ gift cards, and daily instant prizes, such as Canon cameras and gift packs.
Smitham says Shoppers chose to shift its focus to a game due to past successes it has had with games, such as 2010′s optimal personality game, which celebrated the 10th anniversary of Shoppers Optimum Rewards loyalty program.
Shoppers has also partnered with fashion and beauty magazine The Kit, and will be sending out gift guides this week and on Dec. 1, as well as its usual weekly print flyers.
The Gifts Made Easy campaign runs until the week of Dec. 23.