Unilever conducts SportCare campaign
Unilever Canada is conducting an out-of-home advertising campaign in support of its Dove SportCare product line. The initiative, developed by Mindshare and Zoom Media, is aimed at male members of fitness clubs. It makes use of advertising at GoodLife Fitness and Econofitness locations encompassing video, locker room signage and a sampling component. The promotion also includes online special offers through the websites of the two fitness chains.
“Given that there are few places outside of gyms where people regularly convene to improve their lives, health clubs boast a unique and powerful audience,” said Chris Corvetti, ice-president of sales and marketing at Zoom Media. “Research shows that the gym is the ideal environment to reach quality consumers. It is in health clubs where people are the most focused and positive.”