SFW PIONEERS INTERACTIVE WEIGHT LOSS PROGRAMME

SFW has developed and launched 123 hello me, an online programme that supports and rewards customers of Omega Pharma’s newly launched XLS-Medical tablets on their weight loss journey.XLS-Medical launched exclusively in Boots earlier this year and is proven to help people lose three times more weight than dieting and exercise alone.Typically weight management products have strong sales at launch (as consumers rush to try the next great hope) and then sales decline rapidly as results do not meet consumer expectations (which can often be unrealistic).123 hello me changed this convention by giving XLS-Medical customers access to a range of personalised online advice and tools (such as interactive food and exercise diaries, meal plans and nutritional advice). Customers can track their progress against their goals, which the programme ensures are realistic. Uniquely, 123 hello me rewards customers for participating and achieving their goals.SFW have created and built the programme covering:

• A new brand identity and a bespoke eCRM communications programme
• The 123hellome.com website - an interactive members’  resource with online tools and personalised dynamic content that supports, encourages and rewards customers for sticking with the programme and losing weight
• A fresh and supportive rewards model based upon a customer’s interaction with the weight-loss tools and their weight-loss success.
• A personalised, trigger-based contact strategy based upon website interaction and a customer’s progress against their goals
• Database management and business intelligence to help shape the programme and optimise sales.

Peter Worster, Business Director at SFW adds “Our main goal was to get customers coming back for their next pack of XLS Medical. We believe 123 hello me is the first reward based programme that supports a weight-loss tablet and are really encouraged by the level of user-engagement with the programme.”Juliet Oosthuysen, Marketing Manager of Omega Pharma UK comments, ‘We have been delighted with how SFW have planned, created and executed the customer retention site. They worked proactively with our other strategic partners on this important launch to ensure a consistent Through-the-Line campaign in terms of messaging, look and feel. Most importantly however, thanks to their expertise in CRM, the site is demonstrating it can drive exceptionally high loyalty and is a valuable tool for Omega Pharma in creating a sustained presence in the Weight Loss Category’SFW were apppointed by Omega Pharma last year and VCCP Health, SFW’s sister agency, work on XLS-Medical and other Omega Pharma brands including Wartner, Prevalin and Jungle Formula.CredsProject name: 123 hello meClient:  Omega PharmaBrief: Increase customer retentionCreative agency: SFWAgency Producer:  Neil FrancisCopywriter: Hannah WallisArt director: Rosie BoonPlanner: Ed Hayne- ENDS -For further information please contact Ben Stephens, Marketing Manager at SFW on 020 7592 7500 or visit www.sfwlondon.comEditors Notes:We’re a multi-award winning creative agency that builds stronger connections between brands and their customers. Our strategies and campaigns are created to inform, entertain, provoke, motivate, delight and engage in order to add to the bottom line.We strive for simplicity because we know that simple thoughts flow much more easily across all the media channels we use: DRTV, direct mail, digital, print, press and radio.We’re fighting hard to resurrect outstanding writing skills in agencies because mediocre ones have quietly and steadily diluted campaign effectiveness.Apart from the sheer love and enjoyment of doing it, our reason for being in this business is to ensure that the relationships we create and nurture make our clients’ brands sell harder than they did before.Recent successes include:

• More Th>n: increasing sales by 17% and reducing their cost per sale by 6%.
• Rocco Forte Collection: achieving a ROI of 632% on the introduction of a global CRM programme
• Helping QVC increase their revenue by 5% and their revenue by 6%
• Driving over 1.2 million site visits to The New Football Pools website
• Helping The O2 sell 2.35 million tickets in 2009, 30% up on 2008
• Global re-launches for both RSA and Aviva Investors