Ideas > Health Awarness Week

The idea would be to promote a mock up event such as health awareness week by targeting supermarket users with dietary information that has specific relevance to them and their current buying trends.

Concept One: Consumers in today's shopping market often use online shopping as a way of making their shopping easier, all they have to do is go online order their food and wait for it to arrive at their door. This means that organisations such as Tesco's this have an insight into the buying trends of the consumers; once these consumers have selected the items they want and sent it of to Tescos or other supermarkets that provide an online service, the information could be collated and summarised in terms of how much of their dietary needs consumers have satisfied by what they have ordered. Is their a high presense of cholesterol in the foods they have selected or maybe their is a lack of protein? The results of this could be sent back to the user via mobile devices such as PDA's and mobile phones, or back to their computers via e-mail. Thus informing the users of what is lacking in their diet and re-enforcing the message of health awareness week through providing case specific statistics that are useful to consumers rather than bombarding them with boring health leaflets.

Primary Technologies Utilised: Web, E-Mails, Mobile Phones, PDA's, SMS Messaging.

Benefits for Company's/Event: The interesting thing behind this concept is that both party's are set to benefit and it could be a mutually beneficial project. Firstly organisations such as Tescos or other supermarket chains will benefit from the co-branding of their online service and the themes and connotations of an event such as health awareness week. They will appear to have the customers health and best interests at mind. The event of health awareness week would benefit from the publicity it would gain from such large organisations, and would have a far longer reaching message and benefit to consumers if the service was to continue post event.

Technology Utilised by Target Audience: The fact that these users are using the web to order their shopping suggests that they are open minded to the use of technology, and therefor are more likely than not to possess the technology required to target them with the campaign, such as mobiles or PDA's.

Concept Two: This concept would target users in the shop as opposed to those buying food online. Firstly the consumer would conduct their shopping as usual, Tesco's have recently incorporated "self pay" terminals, this would be incorporated into the second step, users scan their food at the self pay terminal and a dietary summary of the foods selected is provided prior to the user finalising purchase. The next step would consist of recommendations of food purchases to help balance out the consumers overall diet. Users are then given the option to receive directions to these foods in the supermarket via their mobile devices. The message of Health Awareness week could be conveyed through the terminals themselves of via consumers mobile devices. Offshoot promotion could consist of advertising the function to users via the web or other media platforms.

Primary Technologies Utilised: Web, Mobile Phones, PDA's, SMS Messaging, Sat Nav.

Benefits for Company's/Event: Again both the campaign and the businesses involved are set to benefit, which is crucial to the marketability and commercial viability of the scheme, and to its success. The campaign could benefit from advertising through the serve yourself terminals, as well as co-branded sms messages to the consumers. Tesco's would stand to gain from the coporate image gained by co-branding with such a campaign, and if the scheme was to be succesful then consumers may continue to benefit from the dietry advice offered.

Technology Utilised by Target Audience: The fact that these users are using a self pay terminal to purchase products suggests that they are open minded to the use of technology, and therefor are more likely than not to possess the technology required to target them with the campaign, such as mobiles or PDA's.