, the US-based behaviour change leader, launched the first spot in its ad campaign on 30th May after appointing Creature to support ambitions to increase its presence in the UK. In this and future campaigns, Creature will work with Noom to implement a more brand-led approach to its traditional focus on DRTV, highlighting different aspects of Noom’s psychology-based approach to creating healthier habits.
Noom is set to disrupt the UK weight loss and healthcare industries by leveraging psychology and science to help people live the healthy and fulfilling lives they deserve. This newly-launched creative shows the psychological underpinning of the Noom approach by diving into the ‘brain world’ of real ‘Noomers’, demonstrating the way Noom teaches the introduction of healthy habits to reconstruct how healthy lifestyles and food
are thought about.
Extensive research and user interviews conducted by Creature indicated capturing real-life user stories was crucial to build trust and connect the audience to Noom’s transformational and personal approach. The first spot in the campaign features real Noom user, Kate. Throughout, we see and hear Kate’s transformative journey with Noom and how it has given her the ability to fit healthy habits into her day while still managing to keep on top of work and family demands.
Creature partnered with directing duo Man vs Machine to create the mixed media campaign, bringing the audience into the Noomer’s world. Originally planned as a live action shoot, the team found new ways to capture the Noom user story as Covid-19 left an in-person shoot impossible. Unlike other brands in the category that focus on the impact of their programmes on the body, the concept focuses entirely on testimonials related to the mind. Showcasing objects that influence the user Kate’s day and diving into her ‘brain world’ highlights Noom’s psychology-enabled technology platform.
Stu Outhwaite-Noël, one of Creature’s CCO, said: “Making these ads has been one hell of a journey, but we couldn't have asked for better partners than the team at Noom, and the geniuses that are Man Vs Machine have done us all proud.” Brian Wright, Noom’s VP international growth and operations, added: “We’re very proud of what we and Creature have created. The launch of this spot is one of the first steps for us in building Noom’s presence in the UK, and we’re looking forward to continuing to raise our awareness in the market.”
The TV element of the campaign continues with a story from Steve, which launched on 2nd July. Steve’s individual story speaks to his struggle with snacking and Noom’s role in helping him to manage that habit whilst still allowing little treats every now and then.
CCOs: Ben Middleton and Stu Outhwaite-Noel
Creative Directors: Josh Dando and Steven Dodd
Head of Production: Kristie Girvan
Account Team: Sian Richards and Claire Nicolas
Strategic Team: Andrew Gibson and Josh Dickins
Director: Man vs Machine
Production Company: Friend
Producer: Amber Felix
Sound: Sam Ashwell, 750mph