Client: Good Move - Glasgow Life
Discipline: Branding, Campaign
We started working with the Good Move team in 2013 when they were known as Active Health. We were brought on board to be the acting in-house marketing team to help with marketing for the under-resourced programme team. As part of the strategy we developed, we recommended a complete rebrand of the Active Health programmes to create one umbrella brand for all of the eight programmes with the aim of increasing awareness and opportunities for cross promotion.
The key objective of the strategy was to deliver behavioural change in inactivity amongst the hardest to reach, inactive and under privileged residents of Glasgow. To do this, our strategy had to be sharp. We started off getting to know more about the team, their programmes and their audiences, holding focus groups and undertaking segmentation and wider research. Working from this, we created the marketing strategy including a full rebrand and a multimedia campaign to launch it.
We worked with the third-party suppliers and key stakeholders on brand development and PR integration to develop the Good Move brand. The end result was an extensive all singing all dancing multimedia campaign with outdoor ads, sales promotion, press, printed materials, website additions and even two bespoke TV ads we developed with our partners at STV.
The campaign was a huge success, was really well received by participants and wider stakeholders, the campaign activity generated a lot of attention from the target audiences and resulted in an increased uptake of activity.
Reach totalling 40 million + impacts & over 1000% increase in response levels.