Advertising Strategy
Border Compounding Pharmacy approached Decoy to help promote and drive more traffic to their new store. The business is a throwback to traditional pharmacy, in which customers can actually discuss their needs with a qualified pharmacist, who will then create medicine or skincare specifically for their needs, rather than providing a generic solution.
After reviewing a number of integrated strategies, given the budget available and the ‘new concept’, Decoy recommended a TV advertising solution. TV provided an excellent platform to explain BCP’s offerings, which we achieved through a number of solution based scenarios. Rather than run all of the commercials at once, the campaign commenced with a call to action commercial (free UV skin scan) and a general brander on rotation. Later in the campaign the other commercials are rotated through to widen the service offering.
