OUR WORK

BRITISH HEART FOUNDATION

British Heart Foundation conducted some audience research and then generated a large number of mass participation event ideas.

They had prioritised the ideas from the ideation session but not tested or pivoted them. Flying Cars stretched, built and pivoted the ideas to launch.

A smiling woman in a black tank top holding two light blue dumbbells against a grey background. Red text on the top left reads, 'Love your heart, like it loves you.' A small calendar icon with '31 DAYS' and the text 'Strong Woman Challenge' is at the bottom left.

THE CHALLENGE

British Heart Foundation wanted us to work with their innovation team to prototype the three leading fundraising ideas in the health and well-being space. If you work in a large organisation, launching new ideas in the market can be tricky.

OUR APPROACH

Our job was to craft, hone and pivot the ideas to strengthen them based on real-time feedback from the audience. And create the evidence and data that showed the target audience had a strong appetite for the winning proposition so a launch could be scheduled in a packed internal calendar.

WHAT WE DID:

  • We reviewed the background information and got up to speed with the audience and ideas

  • We ran a pre-prototyping workshop with a cross-functional team to stretch and build on the shortlisted territories. We reduced the longlist from six to three in this session based on strict success criteria.

  • We discussed the feasibility and viability of each idea at this stage to consider ease of delivery and potential market size.

  • We created a diverse audience panel of women over the age of 45 with a connection to heart health.

  • We delved into why women would want to take part in a challenge to improve their heart health (their needs, drivers and pain points) in tele-depth interview.s

  • We pivoted each idea as we gained a better understanding of the audience's appetite for the campaigns.

  • We ran a quantitative survey with a larger sample of the target market to further test appetite, features, images, names, incentives, price points and business models.

  • We smoke-tested (ghost tested) the 3 best versions of ideas with live Meta ads and landing pages for further in-market learning

A black and white line drawing of a cartoon face with a large nose, smiling mouth, and closed eyes.

RESULTS

So far the Strong Woman campaign has run through two successful pilots.

The campaign has engaged over 20,000 women in total and raised over £230,000 gross income at an ROI exceeding 4:1

Campaign KPI’s and targets were smashed across Registrations, Gross Income, Average Gift, Active Fundraising pages and ROI

As usual with most successes, this was a fabulous collaborative effort between Flying Cars and the BHF Innovation team.

“Flying Cars’ proven Innovation and testing methodology brought rigour and audience co-creation to our product development process.

The team are highly skilled and dedicated and brought passion, fundraising knowledge and innovation expertise. They challenged my team to trust their process which can be the hardest part.

Flying Cars has it all: Fundraising and Innovation knowledge, sector experience, creativity, and audience curiosity. There is no fluff or marketing jargon.”

Maja Vucicevic , Head of Innovation & Product Development, BHF

Black and white illustration of a broken heart with a jagged line dividing it.

COLLABORATIVE IDEAS

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INSPIRED BY HUMANS

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COMPELLING YOUR AUDIENCE

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COLLABORATIVE IDEAS → INSPIRED BY HUMANS → COMPELLING YOUR AUDIENCE →

LET’S CHAT

Find out how we can help your charity

INFO:

hello@flyingcarsinnovation.com

+44(0)207 157 9504

Zeeta House, 200 Upper Richmond Road, Putney, London, United Kingdom, SW15 2SH