About the project.

Client: Metropolitan Republic
Brand: Discovery Vitality

A MEMBER ACQUISITION SOLUTION

Up until now, Vitality Active Rewards and Vitality Drive have only been available to Discovery Vitality members and Discovery Insure clients. 

For a period of 10 weeks, launching on 13 September 2018, this all changed. Vitality Active Rewards with both the drive and fitness rings were opened up to the South African public. 

This introduced them to Discovery products and the Vitality programme and encouraged them to sign up for a Discovery product during and post the public campaign.

“Eighty percent of new participants were not Vitality members, reflecting the broad appeal of the Vitality Open and the effectiveness of rewards to encourage behaviour change. New participants increased their physical activity by 34 percent over the 10 weeks. Almost one third of new participants improved their driving substantially enough to significantly reduce their risk of accidents. Seventy five thousand people participated in park-runs at venues across South Africa – a 24% increase,” Vitality said.

PARTICIPANTS

More than 550,000 South Africans participated in the Vitality Open.

Park Runs

Seventy five thousand people participated in park-runs at venues across South Africa – a 24% increase