…in the spotlight.
Ogilvy’s 100% Woman campaign for Priceline Pharmacy stands out. It cuts through the clutter of its price cutting retail competition and has created a whole new reason for loyalty to the chain.
As noted in the launch story, it also makes Priceline cool, informed and club-like. That has to be a very valuable asset for the chain.
Ogilvy Melbourne: A new, now, wow 100% Woman Priceline
Now Ogilvy is extending Priceline’s support of women. Priceline is showing its support for, and understanding of women, in sport.
The new Women in Sport TVC launched during the WBBL and Priceline Pharmacy Kooyong Classic tennis coverage in the second week of January.
It has a gutsy attitude and strong message – women and men athletes share the same passion and determination, and the new groundswell of support for women’s sport in Australia will ensure they share equal success.
With the coverage and support of females in sport being a hot topic in the media over the past few months, this campaign puts Priceline on a very strong platform and in current conversations. Note that this support is not just an add-on to Priceline’s assets because it’s a popular cause. Supporting sport is integral to Priceline’s business.
Mark O’Keefe, Priceline Pharmacy’s general manager of marketing commented, “for too long female athletes have not received the same level of exposure as their male counterparts. But the tide is turning and we’re entering a more equal era of sport. The teams that we support are world class. We’re behind them 100% and love the fact that we can inspire the next generation by telling the stories of the clubs and players we’re involved with. Our customers are excited by the rise to prominence of women’s sport and we wanted to recognise that.”
David Ponce de Leon, executive creative director of Ogilvy Melbourne, added, “‘3 million Australian women choose to shop at Priceline Pharmacy every month. Their whole business is built around the fact that they know what women want and we all know women are not one dimensional. When Priceline Pharmacy say they’re 100% Woman that means they are for all women. Mothers, grandmothers and teenagers. Career women and students. Women that embrace the latest beauty trends and competitive, strong women that like to sweat and play sport. Of course, many women are several of these things all at once and Priceline Pharmacy recognises these layers and celebrates what it means to be a woman today.”
The Priceline Pharmacy 100% Woman campaign will continue to deliver new executions – for free health services, prescription services, beauty and in a first for Priceline Pharmacy, a version targeted at men.
Priceline Pharmacy is currently a sponsor of Netball SA and the Adelaide Thunderbirds netball team, the Western Bulldogs AFL Women’s team, Sydney Sixer’s Women’s team, the Kooyong Classic tennis tournament, Rio Olympian (Steeplechase) Genevieve LaCaze and Rio Olympian (Volleyball) Mariafe Artacho del Solar.
Credits
Client: Priceline
Creative Agency: Ogilvy Melbourne
Director: Curtis Smith
Production company: Mr. Smith