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Advertising Campaign Proposal for WellnessPro
Brand: WellnessPro
WellnessPro is a company that distributes advanced nutritional products through networks of independent
distributors around the world. The company is based in Los Angeles and has affiliate offices in 10
countries worldwide. WellnessPro prides itself on developing products that are 100% natural and
ecologically clean, positioning itself as a premium nutritional brand.
Situation:
WellnessPro provides unique and effective nutritional solutions for overall health. Though the brand is
recognized in many other countries as a premium brand, WellnessPro has yet to break into the
competitive US market. The company wants to change the traditional network marketing approach of just
advertising the products to the existing customers and expand its target audience by focusing specifically
on the weight loss program, as it is the most lucrative in terms of market share. The magnitude of this
market provides for heavy saturation. A strong advertising campaign which highlights brand advantages
and product differentiation is essential and must be effectively communicated to the public.
Position:
WellnessPro currently focuses on the nutritional characteristics of its products rather than the benefits it
provides to the consumer. The company currently uses a marketing strategy that caters to an older
audience that is well aware of the side-effects of quick-fix diets. By launching the “Easy Solutions for
People on-the-Go” campaign, we are hoping to keep the current consumer base while targeting busy,
time-conscious consumers. By emphasizing the diet being an effective and nutritional weight loss
program that easily fits into their busy lifestyles, we hope to expand our target market to 25-45 year old
business professionals and “people on-the-go” who live in major metropolitan cities across the US.
Media Plan
Given the nature of direct sales businesses, the traditional forms of advertising are not at the forefront of
our marketing strategy. The budget of our campaign is $100,000 and our new strategy includes reaching
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a younger target audience. The initial media placements will be launched in major metropolitan cities
across the US, and if effective, the campaign will be extended to other areas.
Ad-X has devised a cross platform campaign that will target busy people by capitalizing on the
“convenience” of the diet. The main purpose is brand awareness and expansion of the existing customer
demographic. The launch of the campaign will take place in March as people are beginning to prepare for
the summer season, weddings and other events that take place in the summer make March and April the
ideal time to kick-off a weight loss season.
Each platform will have a different tagline that focuses on the convenience of the product. The slogan
chosen by WellnessPro, “Solutions for Life” will remain the same. The call to action across all platforms
will be to visit the website www.wellnesspro.com for more information.
TV Ad
Headline/Tagline:
“Wellness Pro – Successful Weight Loss… The Easy Way”
Placement:
Afternoon talk shows on affiliate stations. Comedies and dramas which air later in the evening
on basic cable(i.e. “The Closer,” “Law & Order,” “Royal Pains”) when 9-5’ers are home,
watching TV, and feeling guilty about the fattening snacks they’re eating, and the fact that
they’re watching tv and not exercising.
Radio Spot
Headline/Tagline:
WellnessPro – Weight Loss made easy!
Placement:
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In the major metropolitan cities in the US the radio stations of the following formats will be
running the spot:
• Music Genres: Adult alternative, Classic Rock, R ´n B, Hip Hop
• Not mainstream stations due to budget reasons. The spot will rather run more often over
a longer time span on the above formats where we will reach the target audience.
• Time: during lunch hour, evening (from 5 p.m. until 11 p.m.) and early morning to reach
the business people/working professionals with an on-the-go lifestyle.
Online Ad – Automatic Video
Headline/Tagline: There’s an easier way to shake off the pounds!
Placement:
We plan to do the pay per impression advertising, as we believe the ad will generate interest.
It will appear on the sides of weight loss related websites such as livestrong.com, caloriecount,
webmd, etc. Due to the budget we will also attempt to place out ad on the less conventional
websites that indirectly encourage weight loss:
• wedding websites like www.theknot.com
• high school reunion sites like www.classmates.com,
• dating websites like www.match.com.
• weight loss communities such as www.sparkpeople.com
Print Ad
Headline/Tagline:
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Lose Weight, Not Your Lifestyle!
Placement :
The ad will run in local and trade magazines that target the professional, on the go audience,
such as 805, 944, LA weekly, etc. if the budget permits we would run the ad in Times and
Business Week.
Outdoor Ad – Billboard
Headline/Tagline:
Weight Loss Made Easy
Placement :
The advertisement will be placed in our target markets across the United States. The target
markets include the major markets such as Los Angeles, New York, Chicago, Miami, San
Francisco, Houston, Dallas, etc. The ads will be centralized around transportation services such
as bus, airport & subway terminals.
- Buses: Ads placed on busses in high traffic locations that have access to business
centers (panels)
- Airport Terminals: Placed as a backlit display, digital display or banner, along moving
walkways and in domestic terminals/waiting gates.
- Subways: Placed on rail & subway interiors, and as platform displays (posters in
terminals).
Twitter
"Want to lose weight in a #nutritional and effective way without changing your lifestyle? So did
Dave M, See how he did it: http://ow.ly/3SIST"
Driven by Tutorials and Success Stories of people who used WellnessPro products.
The tweet would link to the tutorial videos page on the WellnessPro Website We would also
include hashtags, like #nutritional or #diet and etcetera for more views and searches
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TV AD
CLIENT: WellnessPro
PROJECT: WellnessPro Shakes
TITLE: “Not So Easy”
UPDATED ON: 2/9/2011 VERSION #: :30
AUDIO: VIDEO:
SPOKESMAN: (TO CAMERA) Everyone has Spot opens on a SPOKESMAN (40’s)
different reasons to lose weight. But we all want
it to be easy.
FIT GUY: (TO CAMERA) Work out at home. It’s AN ALL WHITE SET. A fit, good-looking guy (20’s)
smoothly works out on a complicated exercise
easy!
machine.
AN UNFINISHED BASEMENT. A FLABBY GUY (40’s)
FLABBY GUY: (TO CAMERA) Not so easy. struggles to work out on the same exercise
machine. A PIECE OF THE MACHINE breaks off in
his hand.
PERKY WOMAN #1: (TO CAMERA) We’ll send you A “HOME SHOPPING NETWORK” TYPE SET. Two
a full month of low-cal meals. It’s easy! perky women stand behind a table covered with
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packaged food.
HEAVY WOMAN: (TO CAMERA) Not so easy. A HEAVY WOMAN sits sprawled on her couch,
surrounded by a full month of EMPTY MEAL
CONTAINERS. Her CAT licks an empty container on
the coffee table.
(MUSIC CUE) 80’s STYLE DANCE MUSIC
WOMAN: Put a rubber band in your stomach. It’s A WOMAN (mid-30’s) dances awkwardly in front of
easy! a sign that reads GASTROBAND.
SFX: HEART MONITOR BEEP AN OPERATING ROOM. A SURGEON works on a
patient. He looks up at CAMERA and pulls down
his mask.
SURGEON: Does this look easy?
BACK TO SPOKESMAN.
SPOKESMAN: Here’s another solution. (HOLDS As he talks, he walks from HIS SET to the FIT GUY’S
UP SHAKE) Replace one meal a day with a SET. The FIT GUY is now PINNED under the
delicious WellnessPro shake. It’s convenient, it’s COLLAPSED EXERCISE MACHINE, his legs flailing.
economical… BURLY CREW GUYS surround him.
CREW GUY #1: (TO FIT GUY) No sweat, buddy.
We just need the chain saw.
SPOKESMAN: It’s easy.
SUPER: www.wellnesspro.com
VO: WellnessPro. Successful Weight Loss… the
Easy Way
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RADIO SPOT
CLIENT: WellnessPro
DATE: 02/04/2011 PROJECT: WellnessPro Brand Awareness
& Retargeting Campaign
CALORIE GAMESHOW
(60 sec.)
The following dialog is fast-paced.
SFX: Audience cheering, clapping hands
GAMESHOW HOST (male voice): And we´re back with “Calories for Cash” - the show where
you get cash if you know your calories! First question: How many calories are in a fast food
hamburger?
SFX: LOUD BUZZER SOUND
GAMESHOW HOST: Yes Kelly.
KELLY (young female voice, sounding like around 25 years old): 320!
SFX: “WRONG” SOUND
GAMESHOW HOST: No, sorry..It´s 580 calories. - How about an order of blueberry pancakes?
SFX: LOUD BUZZER SOUND
TOM (young male voice around 30): 200!
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SFX: “FAIL” SOUND
GAMESHOW HOST: No it´s 460 calories, Tom. - How about the calories in a hot dog?
SFX: CLOCK TICKS – then “Fail” time out sound. “Audience” makes noise ohhhh.
ANNOUNCER (female voice VO): If you want to lose your weight without counting calories
WellnessPro gives you an easy solution: The WellnessPro nutrition shakes replace one meal
per day, giving you all the nutrition you need and helping you lose weight the easy way. And
your body feels healthy at the same time! Find out more at www.wellnesspro.com or call 1-800-
WellnessPro.
GAMESHOW HOST: And how many calories are in the WellnessPro Nutrition shake?
SFX: many buzzer sounds
Voices: 130!!
SFX: “CORRECT” BELLS RINGING
GAMESHOW HOST: That´s right! Only 130!
SFX: Audience cheering.
ANNOUNCER: Wellness Pro – the Nutrition shakes that taste great, making weight loss really
easy. Visit www.wellnesspro.com or call 1-800-WellnessPro for more information. 1-800-
WellnessPro. Weight loss made easy.
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Online Ad
CLIENT: WellnessPro
PROJECT: WellnessPro Shakes
TITLE: “Weight Loss Made
Easy”
UPDATED ON: 2/9/2011 VERSION #: :30
AUDIO: VIDEO:
SFX: An upbeat 80s song. A woman dressed in 80’s exercise gear works
out to high impact music while using shaky
weights. She tries to put the weights down it
but they’ve over taken her and she can’t stop
shaking them. She buckles over still shaking.
SUPER: There’s an Easier Way to Shake the
Weight and Drop the Pounds
A woman appears drinking a wellness pro
SFX: A happy sounding tune. shake with a smile.
SUPER: WellnessPro
VO: Wellness Pro. Weight Loss Made Easy!
Weight Loss Made Easy!
www.wellnesspro.com
