Cambridge Weight Plan
Cambridge Weight Plan is a UK-based world-famous weight management company. CWP offers unique weight loss programs combined with one-to-one Consultant support. The diet plan is made up of branded shakes, bars, soups, and porridge. The products can be used on their own or in tandem with normal meals.
Challenge
Develop a long-term promotional strategy to increase brand awareness and attract new customers in the Czech Republic. The brand has already had a lasting history of operations on the Czech market but needed to elevate its promotional efforts to achieve its goals.
Solution
A promotional campaign involving both ATL and BTL channels was developed. The main goal of the campaign was to build a community around the brand. The promotional strategy included media planning, print and out-of-home advertising, detailed planning of promotional events, a branded TV show, PR, sponsorship, partnerships as well as viral and guerrilla marketing activities.
Message: Rebuilding self-confidence and getting passion for life back
Slogan: Empower yourself to change
Events
A promotional event, where visitors are able to learn about the brand and try products’ samples, takes place on one of the Prague islands. A series of outdoor workshops and entertaining activities are organized to engage the audience. Another event is held on a boat and is organized to award the winners of a weight loss competition and attract prospective customers. Nutritionists and dietitians are invited to give speeches. A photo exhibition of Before/After pictures of the CWP customers is held.
Vending Machine Promo
Vending machines with CWP products are placed around the city. The clients of the company have special access to the products inside the machine. The vending machines serve as an attention-grabber, make passers-by curious about the company, and promote the brand.
The work on the project included:
– Market Research
– Local and Global Competitor Analysis
– Customer Database Analysis
– SWOT Analysis
– Promotional Campaign Planning
– Print and Digital Advertising Design
– Detailed Planning of Promotional Events
– Media Planning