REAL APPEAL by RALLY HEALTH
Client Overview:
Real Appeal is a free weight-loss program offered to members of Rally Health as part of their health plan benefits.
Role:
Creative Director
The Ask:
Create a multi-channel awareness campaign that reminds and encourages existing Rally Health members to enroll and complete registration of this free program.
Campaign:
“Small Changes, Big Difference”
Concept Description
Many weight-loss companies often create campaigns based on common weight-loss tropes: Number of pounds lost, before and after pictures, and people holding up (or wearing) clothes that no longer fit them. As tired as these tropes are, they do move the needle and nudge people to invest money in weight loss.
We wanted to explore a more emotional truth of weight loss: The Feeling you get when you’re on a path to accomplishing your goals.
We believe that when you decide to get healthy, it’s the small changes that add up to make a big difference: a five-minute chat with your coach, learning to use scales to weigh your food, a quick walk after dinner, etc. And eventually —after months of hard work and incremental progress—your body and mind will begin to change shape.
EXECUTIONS
“After Dinner Walks”
In this execution, we focus on a program coaching encouragement: Make time for yourself and take a brisk walk after dinner.
We pay off your hard work with an acute, human goal:
Feeling great at your next reunion.
“Camera-ready Confidence”
In this execution we focus on a program benefit: Online virtual coaching with a dedicated live instructor.
We pay off your dedication with an acute, human goal:
Feeling your best in pictures.
MULTI-CHANNEL DIGITAL CAMPAIGN
Our current media-mix includes a series of A/B tests of HTML5 display ads, Facebook/Instagram/Twitter/Pinterest video, static, and carousel ads
