| Title | Healthcounter |
| Brief | Swedish food retailer ICA launched a healthy food range called ICA Good Life. But how to encourage Swedes to make the healthier choice? Research showed that many people change their diet when they start exercising. They also tend to install health tracking apps on their phones. Hence the ICA HealthCounter: an app that gave them discounts based on activity. The more they exercised, the less they had to spend on ICA Good Life products. Sweat enough and they got up to 25% off a delicious healthy meal. |
| Agency |
King
|
| Campaign |
Healthcounter
|
| Advertiser |
ICA Sweden
|
| Brand |
ICA
|
| Posted | November 2016 |
| Business Sector | Retail, Distribution & Restaurants
|
| Story | The ICA Good Life range was developed to make it easier to help people to eat better. Therefore the range consists of over 100 products with everything form fresh salads, vegetarian hamburgers to super berries and powerjuices. Healthier options for all occasions that contains less sugar, fat, salt and additives. |
| Problem | We found research that showed that many people changed the way they eat when they start exercising - so, how could we get people moving? We also knew that health trackers can be a great motivator. And so can discounts. We then came up with ICA HealthCounter - an app that gave you discount whenever you activated yourself. For every kilometer of activity we gave you discount on all Good Life-products - up to 25 % - again and again. A clever way of of getting people moving, eating healthier… and selling Good Life products. |
| Media Type |
Promotion & Event
|
| Creative Director |
Frank Hollingworth
|
| Copywriter |
Martin Sööder
|
| Copywriter |
Pontus Thorén
|
| Art Director |
Adam Gäfvert
|
| Art Director |
Jesper Stein
|
| Art Director |
Jonas Yrlid
|
| Art Director |
Nima Stillerud
|
| Account Supervisor |
Sunit Mehrotra
|
| Production Company |
R/GA Stockholm
|
| Account Manager |
Anna Sjöberg
|
| Digital Director |
Johan Tesch
|
| Digital Director |
Thomas Larsson.
|
| Advertising Manager |
Samuel Young
|
| Advertising Manager |
Patrik Nordberg
|
| Advertising Manager |
Nikko Harrison
|
| Advertising Manager |
Sandra Wennberg
|
| Advertising Manager |
Helena Falk
|