Outjoyment

To spread the news – discovered by The Camping and Caravanning Club in collaboration with Liverpool John Moores and Sheffield Hallam universities – that people who camp are happier than those who don’t, with higher levels of psychological, emotional and social wellbeing.

The campaign needed to target the key empty nester audience, reaching new potential members to help increase bookings.

We wanted a visual, shareable hook to stand out amid a raft of studies on the wellbeing benefits of nature already in the public domain.

So, we created the Outjoyment Pod: an immersive pop-up camping experience complete with trees, grass, plants and even the sounds and smells of the countryside.

Launched in central London with the help of club president Julia Bradbury, the pod then hit the road for a UK tour. We took a slice of the countryside into Birmingham, Sheffield, Glasgow and Cardiff, with influencers engaged across the regions.

Driving interaction and engagement, we gave people the chance to win a campervan worth more than £65,000, as well as £100 Go Outdoors vouchers, when they shared a photo of themselves enjoying the great outdoors on social media.