La Roche-Posay, a division of L’Oreal Canada, recently used Zoom Media Group’s out-of-home (OOH) advertising faces in fitness clubs in and near Vancouver and Toronto to both promote and provide samples of its Lipikar body lotion.
Static ads for the product were placed in the fitness clubs’ change rooms and equipped with easy pump bottles, allowing members to try the lotion right after showering.
“It’s the right audience at the right time in the right environment,” says Chris Corvetti, vice-president (VP) of sales and marketing for Zoom’s active lifestyle marketing business. “Studies show 85 per cent of gym users run errands within two hours of their workout, so we’re offering contextually relevant sampling to consumers on their path to purchase.”
The campaign ran from July to early August.
