CVS Launches $25 Million Campaign with Online Community
CVS/pharmacy is out with a $25 million dollar campaign honoring women’s roles as nurturers and caregivers, and is letting them share their personal stories via on an online community for a chance to win $25,000.
Building off the tagline, “For all the ways you care,” CVS/pharmacy launched a Web site where women can connect with others at http://www.forallthewaysyoucare.com.
The goal behind the campaign is to honor the special capacity for care that women have beyond the walls of the pharmacy, Rob Price, chief marketing officer for CVS, said
As part of the effort, women can send their tales describing the ways people care for themselves and others for a chance at cash prizes. The company will select the top 10 entries and honor the authors with a luxury weekend in New York City. One top winner will receive $25,000; nine others will take home $10,000.
“We wanted to provied a forum for women to talk about what they are going through,” Price said. “We want people to be able to share the site with one another.”
Stories can be submitted through Jan. 15.
The company hopes customers will use the site to network and interact with others. And depending on its success, CVS may add other interactive components to it or incorporate elements into its main http://www.CVS.com site, Price said.
TV spots and online marketing support the campaign. The spot uses animation featuring a woman pulling rainbows from the sky and offering a ribbon to help a bird build a nest. Viewers later learn the woman is a CVS pharmacist. The Web site also features the commercial.
CVS will launch a series of commercials as part of the campaign, which runs indefinitely, Price said.
Ad agency Hill Holliday [http://www.hhcc.com] created the campaign for CVS.
