JUMP BACK IN
SWIM IRELAND
& IRELAND ACTIVE
The ‘Jump Back In’ campaign was conceived by the Fifty-Three Six digital team for Swim Ireland and Ireland Active to demonstrate to the public that was it safe to return to swimming pools and gyms. The campaign had to promote the benefits of returning to activity, both physically and mentally.
THE BRIEF
Swim Ireland and Ireland Active engaged 53Six to devise a thru-line campaign which would encourage people to get back to their local gym or pool, once Covid-19 restrictions were lifted.
53SIX DELIVERED ALL CREATIVE AND CONTENT, AS WELL AS RUNNING A MEDIA CAMPAIGN WHICH ULTIMATELY RESULTED IN A HIGHLY SUCCESSFUL OUTCOME.
STRATEGY & EXECUTION
53Six identified that there were two key elements that we needed to address - (i) the practical safety information that it was safe to return and (ii) the emotive messaging to highlight the benefits of exercise.
Our approach followed the Fifty-Three Six performance framework which centred around four prongs.
CONTENT WITH CLARITY
We wanted to ensure people grasped the core messages; that was our key focus. We achieved this by producing simple, slick, short pieces of content that stayed with the end user.
CAMPAIGN WITH PURPOSE
We did not create a nice brand video for the sake of it.
WE CREATED A PURPOSEFUL CAMPAIGN FEATURING AND AIMED AT KEY DEMOGRAPHICS, WHO WE SUBSEQUENTLY TARGETED THROUGH OUR ACTIVITY
SUITE OF CREATIVE ASSETS
It was imperative to extend this campaign to different ad units and creative. We produced 100+ pieces of creative (including video and radio!) and created copy to reach users across all channels and placements, with a consistency of message and aesthetic
DRIVING IMPACT
Having a range of assets helped us in achieving our core goal: impact. We reached a wide audience through multiple touch points, including Facebook, Instagram, Twitter, YouTube, Programmatic Display and National Radio (Today FM). We also served our ads regularly, ensuring strong frequency to increase recall.
RESULTS
Through our dynamic creative, variety of placements and optimal targeting we were able to achieve extremely competitive media rates which meant more people seeing our ads and the campaign having wider impact. We were able to broadcast our message and get in front of as many relevant people as possible in the most cost-effective way.