People don’t consider private medical insurance outside of significant life changes – marriage, mortgage, kids… They have little understanding of the product and struggle to see any real difference between brands.

The challenge: Create and develop the ‘Everyday Athlete’ content campaign

The solution:
Focus on what makes Vitality different to inspire people to live healthier lives. Vitality is different. Its ‘shared value’ proposition means that the healthier your lifestyle, the lower your premium and the more rewards you get.

Vitality had been using the line ‘Everyday Athlete’ in advertising, but needed support on how this was developed as a content campaign for in digital and social media.

I developed a creative strategy that focused on the three key drivers of behaviour change – trigger, motivation, reward. The content aimed to show people just how easy it is to make small changes that bring big health rewards. I developed content formats around this strategy to give stand out in newsfeeds: Everyday Hero; UGC Secret Athlete videos; plus a range of “hackercise” GIFs. Celebrity ambassadors and influencers amplified the campaign and spread the message further – and gave Vitality stand-out everyday during 2016’s summer of sport.

The results

3.7m impressions
660,000 active engagements
5,000 uses of #everydayathlete
Video engagement rate of 6 x the standard in this sector
Post-campaign research showed Vitality successfully inspired people to think about their health and helped them take small steps to improve their fitness

In short

Creative lead, Social, Paid media management, Content production, Video.