Campanie
General Information:
Strategic approach:
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CONTEXT: More than 80% of adolescents worldwide are not active enough, putting their health at risk by sitting focused on a screen rather than running about, say World Health Organization (WHO) researchers (2019). OBJECTIVE: The objective is a long term one and a very hard to get one: influence teenagers' behavior in order to integrate more physical activity/ sport/ movement in their routine. TARGET: Core target: Romanian teenagers, 12-18 y.o. Broad target: Romanian 12-25 y.o. (Gen Z) Key INSIGHTS: 81% are playing games online, with an average of more than 7h/week. (Newzoo - Consumer Insights Report 2021) So, they are not into sports or other physical activities/movement. But they are into playing online (next to digital socializing and listening to music - 99firms.com, 2022). STRATEGIC APPROACH: If we want to influence their routine, we can't just TELL them to be more active. We have to DO something that makes them MOVE. STRATEGIC IDEA: Enter their gaming world with a 'playground' where they have to get out of home and MOVE. |
Execution:
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