Weight Watchers Australasia: Approved by Life campaign

BMF

ENTRY INFORMATION

Category: Pharmaceutical/Healthcare
Country where program ran: Australia
Date program started/ended: January - March 2010

Product Description: Weight Watchers is a weight loss company providing meeting support, online programs and meal plans.

Advertiser/Client Name: Weight Watchers Australasia
Media Channels: TV/Radio

STRATEGY

Marketplace Challenge:

Weight Watchers has historically and still exists as the brand leader in the marketplace. The company had enjoyed this success by re-targeting previous members and lapsed members for a few years since their first visit. Since 2000 this pool of people was becoming saturated and membership was in rapid decline of -10% year on year. Weight Watchers needed to drive sign ups to meetings and online memberships, fast. The strategy was to take on the brand's number one competitor - themselves. In order to continue its success the company had to challenge the very thing it had become known for.