Bringing behaviour to life: Vitality Sales Trail
Vitality Distribution Network (VDN) Summit (10-12 March 2025)
The VDN Summit is Vitality’s flagship global gathering, bringing together insurance partners, advisers, distributors and internal teams to shape the future of the Vitality Shared Value Insurance Model. This rewards healthier behaviour and creates a mutually beneficial system for clients, insurers and society.
One of the main focuses of the VDN Summit?
Helping teams to improve their marketing and sales of the Vitality programme.
This entry in the Immersive & Experiential category combined behavioural insights with interactive marketing elements to bring the Vitality brand, and the value of Behavioural Science, to life.
Delegates from around the world
From Canada to Singapore, 200+ global insurance partners and senior leaders from 16 partner markets took part in the immersion:
- C-Suite Executives
- Heads of Marketing, Sales & Distribution
- Head of Product & Programme
- Teams responsible for adviser networks
- Broker channels and partner sales reps
- Digital and innovation teams
Designed to inform and inspire
We designed the Vitality Sales Trail as a physical representation of the most common pain points in the sales journey for our target audience of advisers and distributors. Our intention was to help teams better understand, position and sell the Shared Value Insurance Model by overcoming common objections they face in the sales process.
We created an immersive brand experience to:
- Bring the Vitality brand story to life
- Showcase the power of Behavioural Science
- Boost sales and new business with marketing messaging
Making thought leadership accessible
Our challenge was to present the complex benefits of Behavioural Science in a tangible and easy-to-digest format, that resonated across a diverse audience and had practical application.
In addition, we needed the immersion to be both appealing and quick to complete in order to attract as many delegates to experience it.
MAIN GOAL: Provide delegates with a deeper understanding of sales friction points with behavioural messaging tools to help overcome these.
A journey of discovery
Delegates were invited to explore the Vitality Sales Trail by moving through 5 checkpoints towards sales success.
Each of these demonstrated a common friction point in the insurance sales journey – with research-backed tips to offset these for boosted sales, upsells and better client referrals.
These checkpoints address overcoming barriers of:
TIME
→ “How long will this take me?”
TRUST
→ “Why should I choose you?”
VALUE
→ “Is this worth it for me?”
COST
→ “Is this affordable for me?”
PERKS
→ “Do I get an immediate reward?”
VIDEO: Immersion in action
Results and Feedback
Value of content
Event experience
Wonderful, and the attention to detail was a real highlight
It was amazing and I love my socks!
Nice idea, insightful
The real meaning of the Sales Trail hit home as I read though the brochure
Final thoughts
The Vitality Sales Trail successfully turned the Shared Value Model from a theoretical concept into a clear, sellable story for distribution teams in a fun, interactive way. This appealed to a diverse group of delegates across demographics, geographics and linguistics who found the immersion both informative and motivational.
The power of this behavioural immersion lies in its universal appeal: Behavioural Science principles apply across cultures – shaping how our global clients think, decide and act in a sales journey.
