The brief
The Greenwich Sport, Physical Activity and Health group (SPAH) looked at the Sport England segmentation for Greenwich. They identified which segments there were most of, and which segments were least active. Using this information they identified 5 priority segments.
In 2010 NHS London made some money available for a 50+ campaign, so the SPAH decided to focus on the 3 of their segments who were over 50 (Brenda, Terry and Elsie).
They hired us to run a campaign focused on these segments, to get 200 people from these segments more active.
Our response to the brief
We used the strategic planning tool to identify where these segments lived. We then used the communication plans to identify how to market to them.
We then ran a four-stage activity marketing campaign focused on this audience.
Each of the media at each stage was based on what we knew from our previous research to be effective for this audience.
Results
We increased physical activity in over 250 over 50s in Greenwich.
