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A GIANT STEP

TOWARDS A HEALTHIER YOU THE Sainsbury’s Fitness Challenge


THE OppOrTuniTy • 89% of the UK population do not have gym membership yet would like to get fitter. • a UK market of over 50m people in the UK alone • The Sainsbury’s Fitness Challenge creates an online community of people looking to increase their fitness. • The Sainsbury’s Fitness Challenge is proven to encourage community building and word of mouth sales within small business, groups of friends and families. • The Sainsbury’s Fitness Challenge will offer ‘health by stealth’.

THE SOluTiOn • The pedometer which will only be available in store. • The retailer will continue to take a percentage of all revenue from challenges for the lifetime of the user without any extra work. • BBH will drive a comprehensive marketing campaign to encourage the nation to take up the challenge and spread the word throughout the online community.

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SamplE CHallEngES

   THE jOin E Onlin ngE llE CHa

A GIANT STEP

TOWARDS A HEALTHIER YOU walk FrOm land’S End TO 

jOHn O’grOaTS wiTH THE 

SainSBury’S FiTnESS CHallEngE Lorem ipsum dolor sit amet, consectetur adipisicing elit, sed do enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat.

Sign up OnlinE TO TraCk yOur prOgrESS and jOin THE walk landS End TO jOHn O’grOaTS CHallEngE

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SamplE CHallEngES

A GIANT STEP

TOWARDS A HEALTHIER YOU ClimB EvErEST wiTH THE 

SainSBury’S FiTnESS CHallEngE Lorem ipsum dolor sit amet, consectetur adipisicing elit, sed do enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat.

   THE jOin E Onlin ngE llE CHa

Sign up OnlinE TO TraCk yOur prOgrESS and jOin THE ClimB EvErEST CHallEngE www.ilafitnesschallenge.com

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SamplE CHallEngES

   THE jOin E Onlin ngE llE CHa

A GIANT STEP

TOWARDS A HEALTHIER YOU walk THE SaHara wiTH THE

SainSBury’S FiTnESS CHallEngE Lorem ipsum dolor sit amet, consectetur adipisicing elit, sed do enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat.

Sign up OnlinE TO TraCk yOur prOgrESS and jOin THE SaHara CHallEngE www.ilafitnesschallenge.com

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THE gamE THEOry · The Sainsbury’s Fitness challenge is based around the concept of an online community signing up to a variety of games and challenges which offer targets, provide data on achievements, add an element of competition and promote social networking. · Challenges are accessed through the retailers branded online platform accessed via the retailers main website. ·  key additional benefits: - increase regular traffic to the site from all users - create sense of community amongst users (facebook of retail) - upsell of relevant products (vitamins, clothes, food etc) - nutritional advice recommending home brand products · Fantasy footfall. By creating an online league we add additional competition and incentive to match your record against fellow competitors. This will be sent out in a press release on a weekly basis to all major newspapers. · loyalty scheme incentives. Research shows that rewards are able to incentivise individuals to make behaviour change. Offering loyalty scheme points to create goodwill and drive extra sales

activity

Shop

loyalty points

Collect 1 loyalty point

Collect 1000 loyalty points

per day when you log two meals

for each new member you bring in

6000 to 9999 steps

1

on the Sainsbury’s Fitness

to the community

10,000 to 11,999 steps

5

Challenge food diary

12,000+ steps

10

10,000 steps five times a week

10

Steps per day

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nutrition

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Fantasy Footfall leaderboard: Name

Sign up and win Click here win your own ila products

about ila

Challeges

Week

1. Carla Dorian 2. Susan Cox 3. Emma Glynn

your safety

where to buy

press

corporate site

Steps

Week 22 Week 19 Week 19

33,986 33,254 33,241

retailer site

Sign up  nOw TO THiS CHallEngE

A GIANT STEP

TOWARDS A HEALTHIER YOU walk TO nEw yOrk wiTH THE 

Sainsbury’s Fitness Challenge

Sainsbury’s FiTnESS CHallEngE

Sainsbury’s FiTnESS CHallEngE Bug

Lorem ipsum dolor sit amet, consectetur adipisicing elit, sed do eiusmod tempor incididunt ut labore

Buy nOw

et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat. Duis aute irure dolor in reprehenderit in voluptate velit ess

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SamplE CHallEngE OnlinE lEadErBOard

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SamplE CHallEngE OnlinE map

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SamplE CHallEngE SiTES Walk the World challenge site

Everest Challenge site

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Sainsbury’s CEO spearheads fitness drive for customers through walking scheme www.litebulbgroup.com

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wHy iT wOrkS: inaugural CHallEngE 400 contestants competed to walk from london to gibraltar over 16 weeks and increased their activity by 120% Weekly Membership Activity Report 24,000

20,000

16,000

12,000

8,000

4,000

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2

3

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Average Aerobic Steps Average Regular Steps

CHallEngE FEEdBaCk The Challenge Did you enjoy Taking Part?

75%

Did you find it motivating?

75%

Health impacts Weight Loss

44%

More Energy

50%

Feel Better

56%

Improved Sleep

31%

general Would you take part in a further challenge?

81%

Was the challenge easy to use?

81%

Would you recommend this to a friend

75%

Source: Participant questionnaire

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HOw iT wOrkS • The Sainsbury’s Fitness Challenge will bring together the web and a little gadget we fondly call the 'Bug' which allows both the consumer and you to keep track of every step taken, calories burned and a whole lot more.

The ‘Bug’ • Keep your Bug with you to record everything you do and check where you are against your daily activity targets. • Connect your Bug to your PC and send in your achievements in seconds. • View your progress online. Log your food, receive feedback, advice & encouragement, and mingle with the community. • Achieve your personal goals by following realistic weekly activity set by the online challenge and healthy eating targets

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CrEaTivE FirEpOwEr • BBH is an independent communications agency with a global reputation for creatively driven communications that builds brands such as Lynx, Audi, Levis, British Airways and Vodafone

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markETing • BBH recent ad examples

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THE pr launCH and Campaign • The Sainsbury’s Fitness Challenge will create a movement to ‘get the UK moving’. • We have already started talks with key UK celebrities regarding promoting the challenge. • The promotion will be based around the pOSiTivE aspect of the health benefits: - Weight Loss - Improved Sleep - Increased Productivity at work - Increased energy levels - Nutritonal advice by sponsoring retail partner - Vitamin and health boosting products Fantasy Footfall: • The Sainsbury’s Fitness Challenge will promote the top steppers in the Fanatsy Footfall in the media weekly Partners: • We are looking for a media partner within: TV, Print and online • We are looking for rewards with major retailers and sponsor partner · We are looking for a Charity to co promote and help drive sales.

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rETail OppOrTuniTy • volume sales of the pedometer from all stores:  – Massive target market – We would target over 500,000 units in the 1st year • recurring revenue for the lifetime of the user:  – % of revenue every time a users signs up for a new game – There are 4 games a year • up sell of Home branded products and services: Food, vitamin,  Clothes and online impulse purchases. – Drive food sales along side nutritional advice • Health and fitness is on trend with press and government alike – Obesity is a major growing issue – Lack of activity by UK population is a press issue we can tap in to • Social responsibility:  – Charitable offering on all sales – Sainsbury’s charity.. • Take advantage of major pr and marketing Campaign delivered by BBH – BBH deliver huge sales for Audi, AXE and Google – they will deliver our campaign to drive sales – We have had fantastic early conversations with major celebrities looking to back this cause – We have spoken to 2 major press groups about cut of sales – recurring promotions.

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rETail OppOrTuniTy • Create the Facebook of retail sales about the challenge: – Word of Mouth sales: Family, Friends and companies joining – We are inviting 100 celebrities to join the fantasy footfall league – Celebrity drives customer interest, sales and media.

STaFF CHallEngE – Improves productivity – Creates team ethic – This has been proven to work..

wHaT wE arE lOOk FOr FrOm  Our rETail parTnEr? • prime position in all stores  • Communication to customers through email and website • addition to retailer communications: pr/ advertising.  • all staff on the Fitness Challenge to understand the game

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FiTnESS and wEigHT lOSS iS a naTiOnal COnCErn in THE uk •

Healthy living and exercise is a key concern for uk consumers and government – High profile healthy living campaigns such as Change4Life and MoreActive4Life are raising the profile of exercise and healthy lifestyles. Mintel June 2009 – 72% of children do not take part in the recommended hour of daily activity outside school. Change4Life campaign poll

• Obesity is a very real issue for the uk consumer – Almost half of all men and a third of women are overweight, while around a quarter of both sexes are obese. Mintel July 2009 – Almost one in three boys and girls are overweight or obese. Mintel July 2009 – Marks and Spencer has started to sell over-sized school uniforms for overweight children as young as four. BBC July 2010

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THE SainSBury’S FiTnESS CHallEngE FiTS wiTH CurrEnT FiTnESS BEHaviOur in THE uk  •

uk consumers exercise outdoors, and especially enjoy walking – Walking is the most popular form of exercise in the UK with over half of adults doing so on a regular basis. Mintel June 2009 – The most popular place to do exercise or sport is outdoors, such as in the park or the street. Mintel June 2009

Fewer people are joining gyms than ever before – Only 16% of adults uses a private health and fitness club. – Gym membership numbers have stagnated since 2009 Mintel June 2009

Technology-powered fitness is hugely popular – The Nike+ global running community had collectively run over 300million kilometres at the beginning of the new century. – Technology continues to drive the in-home fitness market, the broad appeal of the Nintendo Wii Fit has revolutionised the market. Mintel June 2009

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