Driving behaviour change using strategic advertising
Challenge
To encourage Solihull residents of all abilities to be healthier, happier, and to create more sustainable communities through moving more, more often.
Our challenge was to spread the message to different age groups across Solihull via health digital marketing and out-of-home (OOH) campaigns, using strategically written headlines alongside activity-inspiring creative, including photography of Solihull residents.
Solution
We leveraged insights and our knowledge of behavioural science to create a compelling campaign to encourage behaviour change.
Our insight pointed towards exercise being daunting for many. We all have excuses for not showing up, but often this is the mind taking over the body. We needed a positive, supportive message that encouraged small steps.
We also wanted to break down any misconceptions about exercise being only for athletes. That’s why we adopted a creative strategy of showing the desired behaviours being carried out by Solihull residents who volunteered to be models.
These ‘real’ models were used to add authenticity in our creative alongside empowering headlines. ‘SoGo’ was the inspiring call-to-action – the affirming response we gave to everyone who might otherwise have doubted themselves or the activity.
We used a combination of Out-of-Home (OOH) advertising with an objective of high reach; and paid social to allow for more tighter targeting and tailored creative and messaging.
From outdoorsy activities like cycling and walking to indoors-based ones like swimming and the gym, this gave us plenty of creativity to build a campaign around.
Impact
- 2 million impressions via paid social
- 325,000 reach via paid social
- High click-through rate of 7.02% (the Fitness industry average was 1.01%)
- Low cost-per-click of £0.46 (Fitness industry average of was £1.50.)
- OOH generated 2,781,932 impacts
- Our campaigns drove over 27,000 users to the website — that’s 13% of the entire population of Solihull!