As another market first from Cimas, a health & wellness program the likes of which has never been seen in Zimbabwe before was put in place. Specifically designed to focus on preventive health and lifestyle modification, iGO encourages members to look at key health behaviours such as increasing physical activity, improving eating habits and reducing stress levels. To promote healthier living to current and prospective members, we needed to engage with real people (rather than the ‘bodies beautiful’ out there), and who better to use in this campaign than these real people? With these considerations at the core of the creative, a carefully considered strategic campaign was rolled out across a multitude of online and offline media channels, including Press, Cinema, Digital, Social and Radio, geared towards getting consumers onto the first step of the iGo subscriber journey. Successfully generating a lot of buzz, and subsequent sign-ups, iGo became yet another successful product brand under the Cimas umbrella, and in turn refreshed and injected new life into a brand that had been stagnating over recent years.