Fit for Life
What can we do to turn around a declining market share and deteriorating relationship with resellers?
Coloplast’s unique strength lies in its origin. The company was founded by Elise Sørensen, as she was looking for a solution to help her sister who had recently had surgery, and came to develop this solution herself.
The idea that ‘we are stronger together’ sits at the very core of this company. With this in mind, we created the program Fit for Life, aimed at helping paraplegics to become fitter and stronger. In rolling out this program, Coloplast worked together with the main Dutch rehabilitation centers.
We asked Monique Velzeboer, a paraplegic herself, to shoot the images for our photo exposition SHINE. The photo series shows paraplegics and the hobbies and passions they found joy in post-accident. We moved SHINE across the country, putting the inspiring exposition on display at the rehabilitation centers we’d partnered with for this program. Every time the exposition moved, it was officially opened with an afternoon of workshops for paraplegics and their partners, aimed at improving health, fitness, confidence, and autonomy.
Substantial increase in brand affinity
A stronger brand
16 Fit for Life events at the main Dutch rehabilitation centers
80% of the total target group reached
Sales index increased to 140
Increased brand sympathy amongst resellers