Solution:
Legato created an advertising campaign featuring a free manicure event as a call-to-action to increase digital mammographies at Southwest. The month-long event offered a free manicure (at a partnering salon) to every woman who had a mammogram during the month of October. Additionally, Southwest offered free manicures on-site, directly before or after the mammogram for one Saturday during the promotion. Print advertising, direct mail and POP displays were utilized to promote the event.
