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Monday 3 September 2018

Vitality launches new ‘Positively Different’ ATL campaign 

Vitality has launched its first ever integrated marketing campaign that encompasses its brands and business lines to celebrate the new brand proposition, ‘Positively Different’.

The proposition – positively different health and life insurance – underlines the core purpose of the brand which rewards members for healthy behaviour delivering, in turn, a positive difference for members and society alike. This unique approach, rooted in Vitality’s proprietary Shared Value Model, has been one of the secrets to the brand’s exponential growth with more than a million UK members now benefitting from the Vitality model.

Utilising existing brand assets including iconic Stanley the Dachshund, the lead TV and cinema creative features Vitality Ambassadors Dame Jessica Ennis-Hill, Jonny Wilkinson and Seb Coe in unexpected roles while underscoring the brand’s existing partnerships with parkrun and the Vitality Wellness Festivals. Inspired by the importance of outdoor activity and exercise that is accessible to everyone, the visuals and soundtrack sum up everyday Brits’ typical park lives.

Keith Kropman, Chief Marketing Officer at Vitality, said: “In developing the campaign with our creative agency, SNAP London, we were inspired by the insight that so much healthy behaviour happens outdoors and that parks provide the perfect environment where each one of us – what we call ‘everyday athletes’ – can find the perfect way to stay healthy.

“We hope people don’t just enjoy this campaign but are inspired to get involved and try ‘Park Life’ for themselves.”

Oliver Lewis-Barclay, Managing Partner of SNAP London, said: “Nearly four years after Stanley the Dachshund first appeared, we’ve finally given him the classic soundtrack he’s been craving, and at the same time we’ve dramatised how Vitality really is creating a movement of active people getting rewarded.”

The advertising campaign will break in cinemas on 3 September subsequently moving onto TV, radio, print and digital throughout the autumn.