Campaign Decoded: Zivame urges to check yourself

Advertisements are more than what we merely see on our screens, it takes a lot of time, energy and resources to bring it alive. Advertising campaigns not only help brands to reach its target audience but also make consumers aware of the product or services. As a matter of fact, it plays a crucial role in evolving consumer habits, trends and traditions. In our weekly Campaign Decoded series, industry experts highlight the unseen behind a campaign. Khatija Lokhandwala, head of marketing, Zivame,talks to BrandWagon Online about the conceptualisation, thought and more about the campaign. (Edited excerpts)

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What was the thought behind the campaign?

How do you intend to influence the consumers with this campaign?

Breast cancer remains a critical health concern for women in India, posing a significant risk that demands attention and proactive measures. The key to combating this disease lies in early detection, a step that can increase the chances of treatment and survival. It’s imperative for women across the nation to recognise the importance of early breast cancer detection.

A crucial aspect of this early detection strategy is the practice of regular self-examinations. We urge women to dedicate just five minutes of their day to this simple yet potentially life-saving activity. These few moments, spent in self-checking, can make a profound difference in identifying any unusual changes or signs at an early stage, where the likelihood of effective treatment is much higher.

Moreover, the campaign is aimed at encouraging women to take this small but significant step towards regular self-examinations and hopes to foster a culture of awareness and proactive health management.

Which agency has conceptualised the ad?

The campaign has been conceptualised by Leo Burnett- Mumbai.

Which are the mediums you will advertise on and why?

The campaign was promoted on social media channels and our retail stores. Social media provides an expansive platform to reach a diverse and vast audience quickly and cost-effectively. It also fosters direct engagement with consumers, allowing for real-time feedback and interaction, which can significantly enhance brand loyalty and customer relationships.

The campaign also had taken shape across Zivame stores throughout India. We adorned the mirrors in their fitting rooms with Pink Ribbons, featuring the campaign’s hashtag #CheckYourselfOut and a QR code that leads to a landing page. This landing page provides step-by-step guidance on self-examination and shares intriguing data about breast cancer. To expand the campaign’s reach even further, we have strategically placed QR codes on mirrors in top 33 malls across the country.

Furthermore, we joined hands with Manipal Hospitals to incentivise consumers to proactively test. In this strategic partnership, customers who make a purchase with Zivame will be entitled to an exclusive 15% discount on mammography services across Manipal Hospitals. 

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