Projects
'Good Move' Glasgow Life
Glasgow - Scotland
Branding and campaign make moves with a 40-million reach and 1000% increase in response.
Behavioural change campaigns have many challenges. When Active Health approached us in 2013, they had an under-resourced programme team and a key objective to turn around inactivity among hard-to-reach, inactive, underprivileged Glasgow residents – to improve their health.
What we delivered
- Branding
- Campaign Management
- Content
- Outsourced Marketing
Our Approach
Brought in to act as their in-house marketing team, we knew we needed a sharp strategy to reach the target audience and bring about the change required. We included a complete umbrella rebrand of Active Health, to Good Move, incorporating eight programmes, with lots of opportunities for cross-promotion, and a far-reaching multimedia campaign to engage target audiences.
To inform this strategy, and ensure a brand connection with its audience, we started off getting to know the team, their programmes and their different audiences, holding focus groups and undertaking segmentation and wider research. Then we worked with third-party suppliers and key stakeholders on the brand’s development and PR integration.
Our Solution
We produced an extensive multimedia campaign, with all the bells and whistles: outdoor ads, sales promotion, press, printed materials, website additions, and even two bespoke TV ads, developed with our partners at STV.
Good Move and its campaign were a resounding success and very well received by participants and wider stakeholders. But the proof was in the key objective achieved – to get more people moving! With a robust campaign that understood who it was aiming to reach, it resulted in 40 million moves! Equating to a 1000% increase in response.
