Project Overview:Aditya Birla Health Insurance (ABHI) launched the "Vitalize Olympics" as part of their annual "Umang" campaign, emphasizing health and fitness among employees and customers. This four-day initiative aimed to promote the Vitalize app by encouraging participation in fun and competitive physical activities, driving app registrations, and fostering a community spirit.

Objectives:The campaign focused on increasing visibility and usage of the Vitalize app while promoting wellness. Key objectives included engaging employees through interactive activities, effective branding, and managing real-time score tracking—all within the framework of the broader Umang campaign promoting a culture of health.

Concept:With just one month to prepare, the campaign featured inclusive activities suitable for various fitness levels, held in a corporate office setting. It kicked off with a flash mob and included three days of diverse mental and physical challenges, centralized around a branded activity booth.

Execution:The campaign began with vibrant pre-event communications and a high-energy launch. Each day offered a mix of challenges:

• Day 1: Tangrams, crunches, and weighted crunches.
• Day 2: Darts, squats, and hula hoops.
• Day 3: Arcade-style games like Hammer Down, Basketball Arcade, and Fire Feet.

Real-time score tracking ensured fair competition, with results compiled overnight for winner announcements.

Results:The Vitalize Olympics saw a unique engagement rate of 48% with over 900 activity rounds. Key achievements included:

• 100,000 total jumps collected
• Highest records: 250 crunches, 372 hula hoops, 450 squats, and 1 hour 30 minutes of spot running.

The campaign concluded with 20 winners, setting a new benchmark for internal engagement initiatives at ABHI.

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