Vitality, the business formerly known as PruHealth and PruProtect, has announced a major national integrated campaign across TV, outdoor, press and digital to launch the new brand to the UK market and signal a new category of insurance.
As part of the campaign, airport specialists Eye Airports will offer Vitality a platform to reach their uniquely captive, high dwell time audience through London Gatwick, Stansted and Manchester Airports, which collectively serves over 74m passengers every year.
The National campaign focuses on Vitality’s position as a brand, promoting wellness in a marketplace which concentrates on illness, delivering health and life insurance policies that incentivise and reward members for being healthy.
In the campaign, we see the trials and tribulations of a pet Dachshund whose owner has recently become a Vitality member and now enjoys the health benefits that Vitality offers, much to the disdain of the Dachshund who prefers to curl up on the sofa. The Dachshund is ultimately relieved that although their owner may now lead a more active lifestyle, he can rest in peace knowing that his owner has the cover they need. Vitality Ambassadors Jonny Wilkinson and Jessica Ennis-Hill both have leading roles across the campaign.
Keith Kropman, Director of Marketing, Vitality, said: “We believe in the importance of making exercise habitual, and encouraging people to introduce physical activity into their existing routines. Widespread behaviour changes will bring great societal benefits, and as a consequence could reduce the strain on the NHS, as we know prolonged inactivity leads to a number of health problems.
“The research we undertook for this campaign suggested that consumers know the idea of becoming healthy is good, but sometimes struggle to participate or maintain the lifestyle change required. Our Dachshund perfectly represents this mind-set and Ade Edmonson’s sceptical, but ultimately begrudging tone, will ring true for many, especially at this time of year.
“It’s our mission to help get people off the sofa and embrace a healthier and more active lifestyle.”
Tim Hufford, Business Development Director, Eye Airports told us “It’s great to be collaborating with such an innovative brand as Vitality to reach our uniquely engaged audience while in a positive, alert mindset. Together, we are showing them a new way of thinking and the importance of a healthy lifestyle.”
Viewers at home have the opportunity to see the campaign on prime TV spots across free-to-air and paid for channels.
February 2nd, 2015 at 17:48 @783
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