Vitality: Member Engagement
Vitality rewards people for getting active. But the real reward isn’t points or discounts. It’s what moving more can do for your life.
Vitality wanted to get more members engaging with its healthy-living programme. The obvious answer would have been to talk about rewards. More points. More benefits. More reasons to take part.
But we saw the real barrier differently: inertia.
For many people, getting active can feel like something that belongs to fitter, faster, more committed people. So instead of focusing on what members could earn, we focused on what small amounts of movement could give them.
The Point of it all used real, relatable members to show that activity can look completely different for everyone - gardening, playing with the kids, everyday routines or simply doing more of what you already enjoy.
Working with a specialist film director, we brought those stories to life across 12 films, supported by photography, interviews and content for email, social and YouTube.
Since then, Vitality’s UK membership has grown from around 1.7 million to around 2 million, while member engagement and innovation around the Vitality Programme have become an increasingly important focus driving app innovation.
A reminder that sometimes the best way to get people moving is to show them why it matters.