Helping the world’s smartest health insurer achieve the advocacy of Apple.
Creative & Brand Strategy
Creative Direction (oversee teams and specialists)
Campaign / Branding Creative
Art Direction
Copywriting
Brand Proposition Development
Workshop Design and Management
Pitch leading & Doctoring
State-of-the-art behaviour change.
We won Vitality as a new client with a brilliant new sports marketing strategy called ‘Agents of Change’. Now in it’s third year, this has defined how the brand leverages athlete and property sponsorship to encourage consumers to join or stay with Vitality as their private health insurer.
Vitality are one of the world’s brightest, most commercially-compelling businesses, rewarding their customers for keeping fit and ultimately keeping costs and claims down. It’s one of those brands that creates genuine customer love and loyalty. The points system taps perfectly into the everyday mindset of the user, encouraging them to hit their day’s maximum 8 points in order to stay healthy and get their rewards. Creatively, this is great territory. The trick is to not get in the way of what naturally works with boombastic comms, but to keep reminding customers of what a great community they are part of. Elite athletes are part of that community, not untouchable deities floating above it. Solid behavioural strategy brought to life through a creative approach that is more ‘for us by us’ than ‘elite aspiration’.
Left: During Lockdown, we helped Vitality fan the flames of the public’s turbocharged desire to be active, with a big uplift in signups.
Motivating a movement.
The pitch-winning campaign that unlocked Vitality as a long-term client centred on the Women’s Netball World Cup 2019, hosted in the UK. ‘We Are Rising’ captured the spirit of the netball community at a definitive moment in time. This was the game’s chance to fast-track it’s future…to bring more girls into the game as the best of the best battled it out on-court and on TV. To support increased players, the game would need more coaches. And that’s where We Are Rising got to work, with Vitality funding more coaches, the more goals scored, by the national teams and the wider community. This was participation-powered progress, true to the DNA of the brand.