Health & Fitness Age
Queensland Health faced a significant challenge in combating obesity. Despite widespread understanding of obesity's health impacts, actual behavior change remained low.
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The Challenge
The objective was to transform theoretical understanding into practical action by leveraging the psychology of habit formation. The strategy centered around the concept of a "Health & Fitness Age," a metric designed to give individuals a tangible understanding of their health relative to their chronological age, encouraging them to take immediate steps towards improvement.
The Approach
The multi-faceted approach began with a captivating TV campaign introducing the "Health & Fitness Age" concept. This campaign directed viewers to an online platform where they could calculate their own Health & Fitness Age using a 15-step interactive quiz. The quiz boasted an 85% completion rate, demonstrating high engagement. Following the quiz, a mobile app provided personalized daily habits tailored to users’ quiz insights, nudging them towards sustainable health improvements.
The quiz boasted an 85% completion rate, 391K calculator completion, 69K app downloads and a 7:34 min average site visit - regarded as the best performing QLD Health campaign to date (at the time)
Higher Conversion Rate
This project outcome achieved a notable increase in the conversion rate, turning more visitors into customers through optimized landing pages.
Improved User Engagement
This outcome focuses on enhancing user interaction with the website, leading to increased time spent on site and higher conversion rates.
Better Integration with Tools
The project led to improved integration with various tools and platforms, streamlining workflows and processes.
Better User Retention
The project resulted in strategies that significantly improved user retention rates, keeping customers engaged over time.
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Enhanced Brand Awareness
The outcome of this initiative was a marked improvement in brand visibility and recognition across target demographics.
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Enhanced Visual Design
The project resulted in a visually appealing design that aligns with brand identity and attracts users.
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