When it comes to our health, most Aussies take an all-or-nothing approach. We’re either on a crash diet, or we’re on the couch polishing off a share pack of Doritos.
At the same time brands pile on the pressure as they tell us push ourselves to the very limit of our possibilities when all we really could probably muster up at best is a lap around the oval.
We kicked off the campaign on TV as we watched Tennis World Number 1, Ash Barty and 8x World Surfing League champion, Steph Gilmore break one Aussie out of his ‘all or nothing’ attitude.
We then took our coaching to the rest of Australia. Billboards targeted people contextually. Digital used time of day to help remind people when they needed that it most.
As we encouraged more Aussies to take on something we saw a 33% increase in brand awareness and a 62% Increase in brand consideration. But more importantly we got people out there just doing something with 2.6M workouts completed at partner gyms and 1.1M health assessments taken during the campaign period.