We created the ‘Head or Heart’ campaign which addressed the needs of both target groups, by engaging on a rational as well as emotional level. ‘Head’ focussed on the business benefits, where ‘Heart’ extolled the employee benefits, to position Westfield Health as the perfect balance between cover and cost.
In the run up to the event, the campaign was launched on Westfield Health’s Twitter page to its 2000 followers, driving engagement with a competition to win a workplace wellbeing audit.
We directed Westfield Health personnel to split into two teams – one Head, one Heart. They patrolled the floor, enticing and engaging traffic to generate leads.
Campaign branded merchandise such as water bottles were distributed throughout the exhibition hall, driving footfall to the Westfield stand.