Mannings says Mann card members can use its new Mann iPhone app to have real time face-to-face consultations with their pharmacists from 10am to 7:30pm on weekdays and 10am to 2pm on Saturdays.
Mannings kick started the ad campaign on 22 July. It consists of a 30-second TVC and 60-second informative spot, print, OOH, POS, mobile with the creative tagline ‘Health power! Got your Mann card yet?’. The campaign was created by Metta Communications, which has been working with Mannings for over three years, alongside media broker Starcom.
The TVC has a healthy dose of humour and computer visuals. It starts with a little girl showing off how super her father is in a kindergarten setting, saying that her dad is the ‘strongest man in the whole universe’.
Yet when he hurts his hand by trying to kill a cockroach with a stone, he calls the Mannings pharmacist directly, and the pharmacist gives him an instant check-up and asks him to come and connect his medicine.
Hardy Lam, creative director of Metta Communications explained that the creative insight came from the eyes of young children. They often fantasies that their daddies are strong, handsome, brave, and being healthy is part of their positive image of their ‘perfect daddies’, he said.
Esther Chow, group marketing manager of Mannings under Dairy Farm, said that Mannings Hong Kong launched the Mann loyalty card in July 2010. Apart from the CRM mechanism, it also has health card initiatives which offer body check up, and health insurance discount.
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