David Lloyd Leisure
Using insight-driven creative to increase brand consideration for Europe’s largest and fastest growing premium health club
Using an MVP approach to campaign testing from audience to creative strategy, we isolated David Lloyd’s key growth audience segment of ‘Prosperous Families’ (high income parents with children in the club catchment areas) and together with Facebook’s Creative Shop, ran a ‘Creative Hack’ to produce eye-catching mobile-first video assets to use in place of static imagery to really grab attention and drive a response.
What we did
Creative breadth was critical to driving brand consideration (especially for families with diverse needs); we used Experian data segments together with insights into club usage to guide the content which featured an outdoor swimming pool, tennis, spa and children’s club to showcase the breadth and depth of David Lloyd’s facilities important to both parent and child.
What we did
By using existing assets and adding simple motion we were able to create eye-catching video without necessitating the budgets required for full-scale video production, turning the brand’s direct response creative into a mobile-first, immersive experience.
Decrease in CPE