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A GIANT STEPTOWARDS AHEALTHIER YOUTHE Sainsbury’s Fitness Challenge

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THE OppOrTuniTy• 89% of the UK population do not have gym membership yet would like

to get fitter.

• a UK market of over 50m people in the UK alone

• The Sainsbury’s Fitness Challenge creates an online community ofpeople looking to increase their fitness.

• The Sainsbury’s Fitness Challenge is proven to encourage communitybuilding and word of mouth sales within small business, groups offriends and families.

• The Sainsbury’s Fitness Challenge will offer ‘health by stealth’.

THE SOluTiOn• The pedometer which will only be available in store.

• The retailer will continue to take a percentage of all revenue fromchallenges for the lifetime of the user without any extra work.

• BBH will drive a comprehensive marketing campaign to encourage thenation to take up the challenge and spread the word throughout theonline community.


SamplE CHallEngES

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SamplE CHallEngES

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www.ilafitnesschallenge.com




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www.ilafitnesschallenge.com



SamplE CHallEngES


THE gamE THEOry· The Sainsbury’s Fitness challenge is based around the concept of an

online community signing up to a variety of games and challengeswhich offer targets, provide data on achievements, add an element ofcompetition and promote social networking.

· Challenges are accessed through the retailers branded online platformaccessed via the retailers main website.

· key additional benefits:- increase regular traffic to the site from all users- create sense of community amongst users (facebook of retail)- upsell of relevant products (vitamins, clothes, food etc)- nutritional advice recommending home brand products

· Fantasy footfall. By creating an online league we add additionalcompetition and incentive to match your record against fellowcompetitors. This will be sent out in a press release on a weekly basisto all major newspapers.

· loyalty scheme incentives. Research shows that rewards are able toincentivise individuals to make behaviour change. Offering loyaltyscheme points to create goodwill and drive extra sales

Steps per day loyaltypoints

6000 to 9999 steps 1

10,000 to 11,999 steps 5

12,000+ steps 10

10,000 steps five times a week 10

Collect 1 loyalty point

per day when you log two meals

on the Sainsbury’s Fitness

Challenge food diary

Collect 1000 loyalty points

for each new member you bring in

to the community

activity nutrition Shop


sign up for our e-newsletter Go

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A GIANT STEPTOWARDS AHEALTHIER YOUwalk TO nEw yOrk wiTH THE Sainsbury’s FitnessChallenge

Fantasy Footfall leaderboard:

Name Week Steps1. Carla Dorian Week 22 33,9862. Susan Cox Week 19 33,2543. Emma Glynn Week 19 33,241

Sign up nOw TO THiSCHallEngE

Sainsbury’s FiTnESSCHallEngE Bug

Buy nOw


SamplE CHallEngE OnlinE lEadErBOard


SamplE CHallEngE OnlinE map


SamplE CHallEngE SiTES

Walk the World challenge site

Everest Challenge site

www.litebulbgroup.com 1 0

Sainsbury’sCEOspearheadsfitness drivefor customersthroughwalkingscheme


wHy iT wOrkS:

inaugural CHallEngE400 contestants competed to walk from london togibraltar over 16 weeks and increased their activity by120%

24,000

20,000

16,000

12,000

8,000

4,000

1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16

Average Aerobic Steps

Average Regular Steps

Weekly Membership Activity Report

CHallEngE FEEdBaCk

The ChallengeDid you enjoy Taking Part? 75%

Did you find it motivating? 75%

Health impactsWeight Loss 44%

More Energy 50%

Feel Better 56%

Improved Sleep 31%

generalWould you take part in a further challenge? 81%

Was the challenge easy to use? 81%

Would you recommend this to a friend 75%

Source: Participant questionnaire


HOw iT wOrkS• The Sainsbury’s Fitness

Challenge will bring togetherthe web and a little gadgetwe fondly call the 'Bug'which allows both theconsumer and you to keeptrack of every step taken,calories burned and a wholelot more.

The ‘Bug’

• Keep your Bug with you to record everything you do and check whereyou are against your daily activity targets.

• Connect your Bug to your PC and send in your achievements inseconds.

• View your progress online. Log your food, receive feedback, advice &encouragement, and mingle with the community.

• Achieve your personal goals by following realistic weekly activity set bythe online challenge and healthy eating targets


CrEaTivE FirEpOwEr• BBH is an independent communications agency with a global reputation

for creatively driven communications that builds brands such as Lynx,Audi, Levis, British Airways and Vodafone


markETing• BBH recent ad examples


THE pr launCH and Campaign• The Sainsbury’s Fitness Challenge will create a movement to ‘get the UK

moving’.

• We have already started talks with key UK celebrities regarding promotingthe challenge.

• The promotion will be based around the pOSiTivE aspect of the healthbenefits:

- Weight Loss

- Improved Sleep

- Increased Productivity at work

- Increased energy levels

- Nutritonal advice by sponsoring retail partner

- Vitamin and health boosting products

Fantasy Footfall:

• The Sainsbury’s Fitness Challenge will promote the top steppers in theFanatsy Footfall in the media weekly

Partners:

• We are looking for a media partner within: TV, Print and online

• We are looking for rewards with major retailers and sponsor partner

· We are looking for a Charity to co promote and help drive sales.


rETail OppOrTuniTy• volume sales of the pedometer from all stores:

– Massive target market – We would target over 500,000 units in the 1st year

• recurring revenue for the lifetime of the user: – % of revenue every time a users signs up for a new game– There are 4 games a year

• up sell of Home branded products and services: Food, vitamin, Clothes and online impulse purchases.

– Drive food sales along side nutritional advice

• Health and fitness is on trend with press and government alike– Obesity is a major growing issue– Lack of activity by UK population is a press issue we can

tap in to

• Social responsibility: – Charitable offering on all sales– Sainsbury’s charity..

• Take advantage of major pr and marketing Campaigndelivered by BBH

– BBH deliver huge sales for Audi, AXE and Google – they will deliver our campaign to drive sales

– We have had fantastic early conversations with major celebrities looking to back this cause

– We have spoken to 2 major press groups about cut of sales – recurring promotions.


rETail OppOrTuniTy• Create the Facebook of retail sales about the challenge:

– Word of Mouth sales: Family, Friends and companies joining– We are inviting 100 celebrities to join the fantasy footfall

league– Celebrity drives customer interest, sales and media.

STaFF CHallEngE– Improves productivity

– Creates team ethic

– This has been proven to work..

wHaT wE arE lOOk FOr FrOm Our rETail parTnEr?• prime position in all stores

• Communication to customers through email and website

• addition to retailer communications: pr/ advertising.

• all staff on the Fitness Challenge to understand the game


FiTnESS and wEigHT lOSS iS a naTiOnalCOnCErn in THE uk• Healthy living and exercise is a key concern for uk consumers and

government– High profile healthy living campaigns such as Change4Life

and MoreActive4Life are raising the profile of exercise and healthy lifestyles. Mintel June 2009

– 72% of children do not take part in the recommended hour of daily activity outside school. Change4Life campaign poll

• Obesity is a very real issue for the uk consumer– Almost half of all men and a third of women are overweight, while

around a quarter of both sexes are obese. Mintel July 2009

– Almost one in three boys and girls are overweight or obese. Mintel July 2009

– Marks and Spencer has started to sell over-sized school uniforms for overweight children as young as four. BBC July 2010


THE SainSBury’S FiTnESS CHallEngEFiTS wiTH CurrEnT FiTnESS BEHaviOurin THE uk • uk consumers exercise outdoors, and especially enjoy walking

– Walking is the most popular form of exercise in the UK with over half of adults doing so on a regular basis. Mintel June 2009

– The most popular place to do exercise or sport is outdoors, such as in the park or the street. Mintel June 2009

• Fewer people are joining gyms than ever before– Only 16% of adults uses a private health and fitness club.

– Gym membership numbers have stagnated since 2009 Mintel June 2009

• Technology-powered fitness is hugely popular– The Nike+ global running community had collectively run

over 300million kilometres at the beginning of the new century.

– Technology continues to drive the in-home fitness market, the broad appeal of the Nintendo Wii Fit has revolutionised the market. Mintel June 2009

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