Vitality: Blast FINAL 2023

The Brief

As title sponsor of Vitality Blast and Vitality IT20s since 2018, brand presence in a competitive market had been established. By 2023, our brief was to shift the focus to converting awareness into a deeper understanding of Vitality's rewards program.

Campaign Execution

The 'Take The Single' campaign celebrated small exercise bursts, likening them to cricket's quick singles. Targeting 35-44 ABC1 cricket fans, it countered the belief that exercise must be vigorous to be beneficial.

Vitality activated at 236 matchdays across multiple formats, reaching 156M fans (82% increase from 2022).

The campaign included:
• Launch film voiced by Isa Guha, landing campaign messaging
• Content series featuring cricket names such as Mark Wood, gaining 763,400 views
• 10,000+ fans participated in in-ground activations, from FanCam workouts, the legendary Tumbleator, and merchandise giveaways
• Introduction of '1' cards, replacing the typical 4&6, hero’ing the unsung single
• Fan competition – upload proof of you ‘taking the single’ (getting active) for the chance to win a £5,000 donation for your local cricket club.

Results 

The campaign increased belief in Vitality's tangible rewards by 9% to 68%. The 2023 cricket season saw record TV viewership (19.6M), aligning with Vitality's target demographic. 'Take The Single' achieved all objectives, contributing to the strongest shift in brand metrics in the partnership's 7-year history.