Priceline’s 2017 ‘100% Woman’ campaign, developed by Ogilvy Melbourne, strategically builds on an established brand platform focused on empowering women. This iteration, titled ‘Women in Sport,’ leverages the growing momentum of women’s sports in Australia by showcasing prominent female athletes from AFL, cricket, and netball. The campaign’s core proposition emphasizes equality, highlighting that women athletes possess the same passion and determination as men, thereby advocating for equal recognition and success. Through this narrative, Priceline aligns its pharmaceutical and healthcare offering with values of empowerment, resilience, and active lifestyles, reinforcing a brand identity supportive of women’s wellbeing beyond traditional healthcare.
The market strategy hinges on the cultural shift toward greater visibility and acceptance of women’s sports, a space historically dominated by men. By associating with major sporting events like the WBBL and the Kooyong Classic tennis tournaments, the campaign targets a broad audience that includes sports fans and health-conscious women who resonate with themes of determination and equality. The creative direction uses storytelling centered on real female athletes to authentically engage viewers, leveraging emotional resonance to deepen brand connection. This approach not only capitalizes on the contemporary social movement encouraging gender parity but also positions Priceline as a brand attuned to the evolving aspirations and lifestyles of Australian women, thereby differentiating itself in the competitive healthcare market.
FORMAT#8 ONGOING CHARACTERS OR CELEBRITIES — Uses a recurring personality or celebrity for brand recall.
This campaign aligns most closely with FORMAT#8, as it prominently features high-profile female athletes from various sports like AFL, Cricket, and Netball. The central creative device is the use of these well-known sportswomen as celebrity figures—leveraging their collective presence to validate and energize the ‘100% Woman’ platform. The core message around equality, passion, and determination in women’s sport is embodied not by a narrative arc or product-driven solution but by associating Priceline with a group of aspirational, recognizable personalities. This technique strengthens brand recall and affinity among audiences who identify with or admire these athletes, making the celebrity-based format the best fit given all cues from the campaign’s introduction, genre, and brand strategy.
1. Chemist Warehouse – Positioned as a low-cost, high-volume pharmaceutical retailer, Chemist Warehouse dominates the Australian market by offering deep discounts, a wide range of products, and convenient online shopping. Their aggressive pricing strategy and extensive network appeal to price-sensitive consumers seeking affordability and accessibility.
2. TerryWhite Chemmart – Known for its strong emphasis on professional healthcare advice and personalised service, TerryWhite Chemmart integrates pharmacy services with health and wellness consultations, positioning itself as a trusted community health partner focused on customer care and expert guidance.
3. Amcal Pharmacy – Amcal leverages its heritage and focus on pharmacist-led health services paired with consumer loyalty programs. It positions itself as a reliable and approachable pharmacy providing clinically driven advice alongside everyday health and wellness products.
4. Priceline Pharmacy – Priceline sets itself apart with its beauty and wellness focus alongside pharmaceutical retail. It targets predominantly female consumers by combining pharmacy services with cosmetics, health, and lifestyle products, promoting empowerment and holistic care.
5. Guardian Pharmacy – Guardian emphasizes convenience and personalised pharmacy services within community settings. Their strategy highlights professional healthcare support tied closely to local needs, combining trusted pharmaceutical care with accessible wellness initiatives.
Q: What is 100% Woman about?
A: 100% Woman is a 2017 campaign by Priceline, developed in collaboration with Ogilvy Melbourne for the Australian market. The campaign builds on Priceline’s established brand platform focused on women’s empowerment, with this iteration titled Women in Sport. Launched during major sporting events such as the WBBL and the Priceline Pharmacy Kooyong Classic tennis coverage, the campaign features high-profile female athletes from AFL, cricket, and netball. Its central creative idea is to champion gender equality in sports, highlighting that women athletes possess the same passion and determination as their male counterparts, and advocating for equal recognition and success.
Q: What creative device does 100% Woman use?
A: 100% Woman employs FORMAT#8 ONGOING CHARACTERS OR CELEBRITIES, as classified by Clapboard’s 12-format taxonomy. The campaign’s creative device centers on featuring prominent female athletes from AFL, cricket, and netball as recurring celebrity figures. By leveraging the collective presence and recognition of these sportswomen, the campaign strengthens brand recall and affinity, aligning Priceline with aspirational personalities who embody the values of passion, determination, and equality. This approach uses the credibility and visibility of real athletes to validate the campaign’s message and energize the 100% Woman platform.
Q: What is the campaign proposition for 100% Woman?
A: The campaign proposition for 100% Woman is to position Priceline as a champion of gender equality and empowerment within the healthcare and wellness space. By showcasing prominent female athletes and aligning with the growing momentum of women’s sports in Australia, the campaign asserts that women athletes share the same drive and determination as men and deserve equal recognition. This message targets sports fans and health-conscious women, reinforcing Priceline’s commitment to supporting women’s wellbeing and active lifestyles while differentiating the brand in a competitive market increasingly attuned to social values and cultural shifts.
Q: How does 100% Woman rank in Clapboard's archive?
A: 100% Woman holds a Clapboard Campaign Score of 63/100 in Clapboard’s global ad archive. This score reflects the campaign’s creative ambition, execution quality, and cultural relevance as evaluated by Clapboard’s curatorial standards.
Q: Who are the competitors in Priceline's category?
A: In Priceline’s category, Chemist Warehouse leads with a focus on low prices and high-volume retail, appealing to cost-conscious consumers seeking affordability and convenience. TerryWhite Chemmart positions itself around professional healthcare advice and personalised service, while Amcal Pharmacy leverages its heritage and pharmacist-led health services to build trust and loyalty. Guardian Pharmacy emphasizes local convenience and tailored pharmacy care, whereas Priceline differentiates itself by combining pharmacy services with a strong emphasis on beauty, wellness, and female empowerment, targeting women seeking holistic health solutions.
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