Conquer healthy habits
Background
With a single litre of natural mineral water Radenska Classic Kraljevi vrelec a day, we take in enough calcium and magnesium to contribute to the functioning and growth of muscles, to metabolism, to keeping healthy bones and reducing fatigue and exhaustion. Natural bubbles bring pleasant refreshment while drinking. Thus, after several years of image campaigns, Radenska positioned itself in 2021 in the health segment with their campaign Na zdravje zdravim navadam (“Salute to healthy habits”). If the new TV ad and outdoor advertising were the main focus in 2021, the strategic goal of 2022 was the strengthening of Radenska’s position in the field of healthy habits in a digital environment with an in-depth activation of the target group.
IDEA
“Old habits die hard” is one of those sayings that scientific research has confirmed most often. People try to stick to good habits, get “infected” with them and repeat them. However, most of the time, we seem to be pretty bad at it. Why? Because we try to introduce new habits without knowing the psychological processes that are key for success. Regardless whether this involves a healthy diet, drinking Radenska every day, staying active or something else.
This is why by establishing healthy habits, Radenska addressed the mere core which people normally skip: the neurobiological and mental processes which fuel all our habits. Last year’s communication was thus upgraded establishing a digital platform DO ZDRAVIH NAVAD Z VEČ PAMETI KOT SREČE (“Establishing healthy habits with more sense than luck”). Psychologist dr. Simon Brezovar helped design 30-day programmes for introducing five life-altering habits which represent the building blocks of our mental and physical health. What makes these programmes different from the abundance of similar programmes is the fact that they have been designed on psychological and neurobiological scientific bases.
Execution
Finding his place under the digital sun at zdravenavade.srčnozajutri.si was Wayne Brain, a made-up scientist character. On the website, together with dr. Simon Brezovar, he introduced the psychobiological model of establishing habits and the in-depth background of the programmes. They also presented the 30-day programmes for introducing five life-altering habits: Running – Step by Step; Healthy Communication; Healthy Relations; A Relaxed Body for a Relaxed Mind; Hi, Healthy Diet!; Healthy Sleep for Pleasant Dreams. Through digital ads and social media posts, Wayne Brain invited the target group to start with the programmes. Since Wayne Brain is not only a scientist but also a skilful mobile phone user, he used Viber to communicate with the users who applied. Via their mobile phones, they received daily instructions, encouragements and scientific facts related to introducing new habits into their lives. Since this year’s Radenska campaign is merely an introduction into a platform for the planning of programmes for healthy habits on a psychobiological basis, Wayne Brain shared a survey with everyone at the end of the campaign in order to check to what extent people really implemented their new healthy habit and incorporated it in their everyday activities, and the reasons why they did or did not do that.
RESULTS
people reached.
users completed at least one of the 30-day programmes for introducing a new healthy habit into their lives.
of the respondents expressed their satisfaction with the programme.
of the respondents stated in the survey that they recommended the programme to their friends.