The VCU Advertising Club hosts a weekend-long strategic sprint featuring a real client: The Today Show, focusing on their new Start TODAY app.
The Ask? How can Start TODAY be a wellness companion for the broad TODAY audience, through the launch of the new direct-to-consumer product, the Start TODAY App? Develop a creative brief.
Let’s Dive in…
The Today Show wants to serve as a health and wellness companion for people who are at a beginner/intermediate level.
But sitting on the couch eating snacks is just so much more comfortable…
Findings:
85% of people think that mental and physical health is important. But only 24.2% of adult Americans actually meet the CDC physical activity guidelines for aerobic and muscle-strengthening activities.
More than 50% of Americans feel too intimidated to start a fitness plan or go to the gym…
So where does this leave us?
Problem: American adults understand the importance of their health but face many barriers to prioritizing it.
Opportunity: Create an environment that is rewarding but not overwhelming
Target Audience: Shakers and movers who aren’t moving
Key Message: The smallest accomplishments are the biggest steps
Insight: A 30-minute mile is still better than 30 minutes on the couch
Strategy: Offer attainable wellness without applying pressure
Deliverable Ideas
Deliverable Ideas
Graphics by Molly Nealon
Hoka Partnership
Health and Fitness Inspiration
Monthly Recap:
Hello Fresh Partnership
