Peoples Pharmacy
CW: Elizabeth Mendoza | AD: Mara Kelly, Savannah Mere | Strategist: Adrian Gonzalez | Accounts/Research: Kathryn Heinecke | Media Planner: Sofia Stanziola
Tagline: Real People. Real Personal.
Winner of Graduate Campaigns Competition
Brand: Peoples RX Pharmacy is a local Austin pharmacy that prides itself on its attention to its customers’ needs. As more people move to Austin, PRX wants to increase brand awareness and position Peoples Rx as Austin’s Wellness Headquarters.
Insight: From stomach problems to rashes to UTIs, we tell our closest friends and family all about it or search the web to figure out what to do. Neither are exactly experts. But Peoples Pharmacy is.
Solution: We want to be the ones you turn to when something is wrong. Trust us, nothing is too weird, gross, or strange. But there’s only one way to really find out, you just have to find us in person.
OOH
“Never TMI, Only PRX” Phone Booth
We want to give Austinites an outlet to delve their health issues out in the wild. Peoples Pharmacy will create a phone booth on South Congress in front of a select store. It will appear on a Friday without warning and just a sign to invite people to sit and anonymously share their weird health issues in exchange for a free drink inside the store. On Saturday only, there will be real PRX reps on the other line, responding to people and giving advice about their ailments. The phone booth will be covered in PRX stickers. Once everyone understands the open and no-shame attitude PRX has, they might be enticed to visit the store and learn more for themselves.
“We’re Weirder in Person” Storefront Wraps
We want to make sure the store is reflecting what we’re putting out in the world. We will have storefront wraps with a similar look to the OOH ads but this time, we’re focusing on the experts. The main message of the storefront wrap is, “We’re Weirder in Person” with headlines about the employees and what makes them stand out. These are based on real facts about the pharmacists.
“Wildly Personal” Wild Postings
After receiving the voice messages from the “Never TMI, Only PRX Phone Booth,” we will use them to create wild postings. Quotes will be gathered from the phone booth and used directly on the postings. To emphasize what will be funny, unique, and maybe a little off-cuff phrases, we will put the postings in places where the setting is more appropriate, like a girl’s bathroom in a bar, near a fraternity house, or in a men’s locker room at a gym. These postings will emphasize that everyone has questions about their health they think are strange but in reality, they’re not alone.
