Lorna Jane Move, Nourish, Believe

Challenges

Lorna Jane wanted to get Australian women moving. We asked research company Roy Morgan how active we were as a nation, and found that while 12 million Australians want to live more active lives, over half of those people did no exercise.

How could we highlight our activity as a nation, and encourage Australians to be more active?

Response

Under the Lorna Jane banner of MOVE NOURISH BELIEVE, Pusher created a campaign to build an Active Nation Day, to be held on September 30.

We first took our research to the media launching a PR campaign with Lorna herself to generate mass awareness. To rally women to the cause we created a video for YouTube and Facebook that motivated users to join the movement and download a free smartphone fitness app. Fed by real-time GPS, the app allowed users to track how active they were each day, sharing it Facebook and a campaign microsite.

Through microsite data visualisations we could collectively see how active the nation was, culminating on Active Nation Day.

Results

200,000 app downloads
#1 Health and Fitness in App Store
1.7 Million KMs tracked
115 million calories burned
290,000+ hours of activity

Awards

AIMIA Awards 2014 – Best Cross Platform
AIMIA Awards 2014 – Best Social Media Community
AIMIA Awards 2014 – Best Use of Smartphone (Finalist)
AIMIA Awards 2013 – Best Cross Platform (Finalist)


The WEBBY Awards – Official Honoree

200,000

app downloads

#1 app

in Health and Fitness

1.7 Million

KMs tracked

115 Million

Calories burned

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CAMPAIGN, PLATFORM

 

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