Client: City of Melbourne

The Brief

Design, execute and continually evolve a weekly program of organised sports activity aimed at encouraging Melbourne inner city workers to become more active. 

The Solution

Using our Experience Design Thinking framework we applied our consumer insights to create a campaign aimed at increasing physical activity among Melbourne inner city workers. The Active Melbourne City Sports campaign, created to relieve the consumer pains and enhance their gains, offers a variety of sports activities at inner city locations during the working week including both traditional and modified sports. Our team continues to evolve the campaign each season and in 2017 we launched the ‘Urban Sports’ program to run parallel to the existing core AMCS campaign.  

The Results

  • Participation growth: 31.65% growth year on year (15/16 season). 13.65% above set KPI.
  • 46 new companies joined 15/16 program.
  • Amplified reach: each participant shares their experience with approximately 12 people.
  • Participant satisfaction: 95.31% of participants rated their overall experience as 'enjoyable' or 'very enjoyable' (Spring '16).