Pruhealth, a UK health insurance provider, turned London bus stops into fruit dispensers. A piece of fruit is delivered to onlookers each minute while stock lasts.
In an interesting example of experiential marketing, the bus stops have been converted to clear plastic hoppers which display and vend oranges. The instruction is “help yourself”. The converted bus stops were already causing a stir in time for the morning rush, with a gaggle of participants waiting for the oranges to fall.
Half of the fruit had already been dispensed by mid morning; it is not clear whether the machines are restocked during the day. The advert, however, does clarify that fruit is fresh daily.
Each piece of fruit is labeled with the brand and a link to a microsite containing a DIY health check. The brand already has a tie-in with a major UK supermarket to offer its customers loyalty points when purchasing fresh fruit and vegetables.
Further photos at http://www.flickr.com/photos/soniafrommarseille/tags/pruhealth
Peter Brown — September 2, 2008 — Marketing