Active Nation – Let’s Get Physical Case Study

Overview.

Only 20% of people in the UK do enough physical activity to maintain a healthy lifestyle. An Autumn sales promotion was needed to target the rising number of inactive adults. The national campaign needed to appeal to all age groups whilst building brand awareness.

Solution.
At the heart of our design process is an intimate knowledge of the Active Nation brand. In order to engage and excite, we took the visual style back to the 1980’s, a decade synonymous with neon leg warmers, spandex and the Jane Fonda workout. Guaranteed to make people of all ages smile, the ‘Let’s Get Physical’ campaign was created. We used fun and quirky imagery, visually stimulating graphics and retro typography to create a campaign that presented Active Nation as an approachable and friendly brand.

Outcomes.
The campaign was successful at breaking down barriers to participation in sport and exercise. Centres capitalised on the positive feedback to the campaign graphics by engaging in face to face conversations with new and existing members. As a result, the number of memberships sold increased substantially  from the previous year.

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