Challenge:

• PruHealth briefed Lansons to utilise traditional and social media to help drive awareness
• The campaign should boost membership, highlighting the provider’s health and wellbeing rewards

Solution:

• Tapping into January 2009’s trend of keeping fit while tightening the purse strings, we created the London step-o meter map displaying the number of steps between each tube station

Implementation:

• The campaign identified an easy and free way for commuters to include more exercise in their daily lives.
• The map was placed with print media and made available online.

Outcome:

• The Evening Standard and London Lite ran the story as news page-leads.
• Online coverage generated streams of user comments and blog postings.
• Over 200 requests for copies of the map were received