Devious ‘Active Fat’ character helps 3 big charities get key message across. Again
It’s not every day that 3 of the UK’s leading health charities get together to get their message across… and that’s why this campaign is so special.
Cancer Research UK, British Heart Foundation and Diabetes UK wanted to send out a united message about the dangers of belly fat, following up on the success the “Active Fat” campaign had last year.
The downright evil fat cell character that we created last year had resonated with the target audience, so the focus for 2011 was improving the quality of the User Experience on the microsite, and optimising the media spend to drive targeted traffic.
Nonsense’s creative tweaked the animation with some new footage a new VO track, while the guys in studio team rebuilt the microsite from scratch.
34,000 visitors to the site, compared with 19,000 in the same time period in 2010. Bounce rate down to 43%, compared with 63% last year. Exceeded core KPI target (of getting people to measure their waist by a factor) of twelve, due to people moving straight to the Call to Action and higher than anticipated engagement. Got featured by The Mirror online!