Roman Zámečník, Žaneta Konečná (DigitalBrain Company)

1. Customers
Healthy lifestyle
I want to be fit and look good
I had some health problems in the past
Unhealthy lifestyle
I want to live healthy
I don’t care about
healthy lifestyle
I wish I could do it better
I want to but I don’t
have the time
I don’t value my health
These need our help
Our goal is
to get here
These will join the crowd

2. We want to live healthy and we are aware of
consequences of an unhealthy lifestyle, but we keep
procrastinating. It’s not our priority. We keep chasing
something that is more important at the moment.
We can’t imagine something that will happen to us
in 20 years. We are concerned about how we feel
now. Long-term aspect doesn’t work.
We need a strong motivation for this particular
moment and an effective tool to start to live healthy.
Information about potential risk in far future won’t help
us.
Insight

3. Find the easiest and funniest way how to start a
healthy lifestyle.
#bodyisbuddy
Big idea
We’ll show you the easiest
way how to create healthy
habits and we’ll help you to
start.
You’ll feel much better
in general. You’ll have
more energy and plus
you’ll prevent a risk of
having heart diseases.
(50% of Czech die of
them).
You can engage your
friends, ask them for
help, challenge them
and simply enjoy it to-
gether.
Why should you join?

4. Peer preasure
Let people share their
engagement, their success
and failures.
Information &
motivation
Let’s how people what they do
and why they do it. And let’s
remind them their
determination.
Make habbits
A person learns a habit by
regularly repeating a specific
activity 21 times. Let’s use
this.
Challenging them
Challenge them
Let’s allow us and our friends
to challenge and motivate
each other.
Friends watching
Ask your friend to keep an
eye on you.
Make painful to stop
You can deposit any amount
of money ask you want. And
if you don’t accomplish the
task, the money will be
transformed to the Loono
account.
#bodyisbuddy
PICK UP YOUR CHALLENGE
Better food »
Big idea in use – App
Bodymove »
Stres »
Meidtation »

5. Roadshow PR Ambassadors
Web App
Growthacking
Events Socials Merchandaising
Why they will join?
We don’t need to
persuade them to live
more healthy. They
already want to. We
simply offer easier way
and information how to
actually start.
What’s great is that we can measure how
many good habits we already created.
Big idea in use – media

6. #prsakoule
by Loono
#bodyisbuddy
by Loono
Umbrela brand
nextbrand
by Loono
Srdce
and more topics
Umbrella

7. Why do we think that it will work?
We don’t want to create another campaign that
would share public awarEness. We want to create
a real change in society.
Heart can be an interesting subtopic, but
considering the risk in the long future, it won’t be
a good driver.
Challenges and community engagement will allow
us to share our idea cost effitiently.
Working with endorsed branding “by Loono” will
allow us to enlarge our activities and keep a
synergy between them as well.

8. Summary
We want to live healthy and we are aware of
consequences of an unhealthy lifestyle, but we keep
procrastinating. It’s not our priority.
Insight:
Therefore, we decided to create for them a tool that
simplifies the path to a healthy lifestyle.
Solution:
#bodyisbuddy – Find the easiest and funniest way
how to start a healthy lifestyle.
Big idea:
Roadshow, PR, Ambassadors, Events, Socials,
Merchandaising, Growthacking
Media:
Endorsed branding strategyUmbrella: