Boots promotes Swine Flu Prevention with Mobile Internet campaign

With so much media coverage of the swine flu pandemic, consumers are sometimes confused by the volume of often conflicting advice about preventing and treating swine flu.

Púca on behalf of OgilvyOne, developed a simple and straightforward Boots mobile guide to swine flu: what it is, common symptoms, how to prevent and treat infection, about the HSE swine flu vaccination programme and where to go for professional advice. So now consumers can get easy access to the answers they need no matter where they are: on their mobile phone.

The Boots mobile internet site has been launched through Ireland's most popular mobile portals: Vodafone Live!, O2 Mobile Internet and m.RTE.ie The initial October campaign proved to be so successful in terms of awareness and usage of the mobile site that it has been extended into November.

Not only does the mobile site give summary information about swine flu but it can also direct users towards their nearest Boots pharmacy, where Boots' qualified pharmacists are available to answer any questions customers may have and, naturally, allay some of their fears surrounding the virus. The mobile site includes an interactive Boots pharmacy locator, with phone and opening hours details, making it easy for users to find their way to their nearest source of qualified advice.

This is the first foray into mobile internet marketing for Boots and other pharmacies in Ireland. Gillian McGowran, Marketing Manager of Boots, says, "This mobile application is an effective and engaging way of communicating with our customers while providing information that is relevant and useful."

For more information, log onto m.bootsmobile.ie or just text BOOTS to 51500