Campaign Objectives

The objective of the campaign was for people to be aware of the Irish Life Healthy Clubs Every Step Counts Challenge, to recruit participants to take part in the challenge by downloading Irish Life's MyLife App, and to prompt engagement with MyLife for new and existing MyLife members.

Strategy

The highly innovative solution was to use technology to deliver the dynamic triggers that were both relevant and engaging. Using dynamic technology, there were 23,688 possible variations of the Irish Life audio ad created to ensure each message was tailored to the specific situation that was relevant to the listener (day and time of year, time of day, location, device used to listen).

Results

The results were hugely impressive: an 18% increase in total app installs, a 32% increase in new users, a 25% increase in monthly active users and a 36% increase in Challenge participants. Leveraging the dynamic audio capabilities, Irish Life were able to deepen the GAA community engagement by incorporating county level call outs. This not only fostered a sense of belonging and rivalry in local clubs, it also drove urgency with personalised and relevant call to action to take part in the Every Step Counts challenge.

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