With this M&S campaign, we set out to position their GoodMove sportswear collection as a key player in the ever-expanding fitness industry and to take advantage of the increasing trend of people adopting healthier exercise routines in the wake of the COVID-19 pandemic.

The nationwide execution of the M&S GoodMove campaign on D6 screens via the Sightline (programmatic) platform was strategically timed to resonate with a target audience primarily composed of female fitness enthusiasts throughout January. This innovative campaign yielded a remarkable 46% increase in audience penetration compared to the average distribution of the audience in the targeted areas.

The campaign’s creative elements were carefully customised to the context, dynamically adapting based on the availability of GoodMove products near the nearest M&S store, with the help of RUSH+. When GoodMove items were in ample supply, the creatives prominently featured ‘In Stock’ messages, then when the nearby store had fewer than 10 pieces remaining, the messaging seamlessly shifted to ‘Out of Stock.’