Examples
Based on the creative brief, we launched an authentic campaign for the SilverSneakers members to relate to during COVID-19; we wanted to acknowledge what was happening in the United States, but I was adamant our campaign concepts escape the “sea-of-sameness” that most brands were launching at that time. This included keywords and script such as “unprecedented times” and “now more than ever” plus refrain from overusing ZOOM visuals to highlight what members were going through. In addition to coming up with the theme of “free to move”, we wanted the visuals to stay within the SilverSneakers branding…yet stretch a bit so on channels like Facebook, it looked different than other SilverSneakers posts.
Beyond the brief and the ideation and brainstorming, we found a consumer insight that stuck. A Facebook comment helped guide the final campaign name: “…After the Friday class I noticed a difference. I could stand up more easily and walk!!!! OMG Thank you! I feel free.” Free to Move was born and stuck.
Campaign Takeover:
• Campaign video
• Website
• Facebook
• Instagram
• YouTube
• Email
• Printed materials
• Call scripts
• B2B2C communication
© Tivity Health
- Campaign Concept
- Concept Approval
- Concepting
- Creative Direction
- Executive Approval
- Storyboard