Felix's OOH Campaign: A New Approach to Weight Loss

The brand Felix is undergoing a significant transformation in its marketing approach, particularly in its outdoor advertising (OOH) campaign dedicated to weight loss. This effort seeks to change the narrative around health and obesity by promoting a crucial message: it’s okay to ask for help. The strategy includes a greater investment in OOH, demonstrating a solid commitment to emotional connection with its audience.

A Strategic Approach to Outdoor Advertising

Felix has recognized that, while they had previously conducted modest OOH campaigns, the recent weight loss initiative gives outdoor advertising a more prominent role. “OOH played a more significant role with extensive reach in Toronto and the GTA,” explains the Felix marketing team. This approach not only highlights the effectiveness of billboards and DOOH (digital out-of-home advertising), but it also shows how these media can be powerful tools for reaching and capturing the public's attention.

Choosing key locations, such as the Bloor-Yonge station and Toronto streetcars, ensures that the message reaches a wide range of people in their daily routines. By placing these billboards in high-traffic areas, Felix maximizes the campaign's visibility, an essential component for building a recognizable and trustworthy brand in the health sector.

Channel Integration for Optimal Reach

Mark Chiarcossi, CMO of Felix, emphasizes the importance of integration in the marketing strategy. “We wanted to create a campaign that would reach people at multiple touchpoints throughout their daily routines,” he says. Felix's campaign extends beyond OOH, reaching streaming platforms like YouTube and Crave, as well as social media platforms such as Instagram.

This multi-channel approach allows Felix to target different segments of its audience. “This is an integrated campaign that spans mass awareness channels and targeted channels. While awareness is a key metric, we also wanted to balance our awareness-building efforts with functional channels,” explains Chiarcossi. This means they’re not only seeking to have people see their message but are also providing a clear way to interact with it, whether through a social media ad or a billboard on their daily commute.

The use of digital media alongside OOH provides a synergy that amplifies the message’s impact. People may see an ad on a billboard, follow the brand on Instagram, and later seek more information on YouTube, creating a continuous cycle of engagement and connection.

Breaking Stigmas and Promoting Health

A crucial aspect of Felix’s campaign is addressing the emotional and social barriers that many people face when considering weight loss. Chiarcossi notes that one in four Canadian adults is considered overweight. However, many people are unaware that effective weight management involves addressing not only lifestyle changes but also biological factors that influence health.

“Many feel fear and shame in seeking professional help,” Chiarcossi comments. By focusing on removing these discomforts, Felix aims to change how people think about seeking treatment. The campaign is designed to be inclusive, acknowledging that weight issues can be sensitive and that support is essential.

Felix is not only positioning itself as a provider of weight loss treatments but is also extending to areas of health often stigmatized, such as mental health, menopause, skincare, and sexual health. By diversifying its message, the brand seeks to establish a deeper emotional connection with its audience, inviting Canadians to talk openly about health issues that are often avoided.

Conclusion

Felix’s campaign represents a significant shift in its marketing strategy. From a focus that emphasized convenience — such as avoiding waiting rooms and receiving prescription medications online — they are now embracing a model that seeks to build awareness and demystify conversations about health and weight loss.

With its growing investment in OOH and a firm focus on billboards, Felix is positioning its brand not only as a leader in obesity treatment but also as an advocate for holistic health. This strategy highlights the importance of outdoor advertising companies and advertising companies near me in promoting positive and supportive messages.

Felix is demonstrating how a well-executed campaign can change perceptions and foster open dialogue about health, leading to greater awareness and potentially positive change in the lives of many people. The combination of OOH, digital platforms, and a human-centered approach to communication shows that, in the end, it’s about connecting with people and offering them the support they need.