Priceline Pharmacy is building on the success of their 100% Woman brand platform with their new ‘Women in Sport’ execution created by Ogilvy Melbourne, which launches during the WBBL and Priceline Pharmacy Kooyong Classic tennis coverage this week.
Featuring high profile female athletes from the AFL, Cricket and Netball, the message is clear: women and men’s 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, the campaign really captures the zeitgeist.
Mark O’Keefe, Priceline Pharmacy’s general manager of marketing said “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”.
Says David Ponce de Leon, executive creative director of Ogilvy Melbourne, “three 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.”
Priceline Pharmacy’s 100% Women platform launched in October 2016. The high energy executions set to the catchy Girls, girls, girls track, celebrate the many different roles women play and their diverse experiences, wants and needs. O’Keefe said “Women come to Priceline Pharmacy for the day to day essentials, for health products and advice, for professional beauty inspiration and for gifts. We are proud to be a destination that provides all of these things.”
As the Priceline Pharmacy 100% Woman campaign continues to roll out, we will see 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.
o Business Director: Sarah Bailey
o Account Director: Chad Whatcott
o Senior Account Manager: Jessica Graham
o Executive Creative Director: David Ponce de Leon
o Art Director: Selby Staynor
o Copywriter: Rebecca Matlioski
o Senior Producer: Charlotte Griffiths
o Production Company: Mr Smith Projects
o Director & Editor: Curtis Hill
o Producer: Elise Trenorden
o DOP: Joel Betts
o Offline: Mr Smith Projects
o Online: Puffin Post