10-second summary

British Heart Foundation (BHF) 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.

What was the challenge?

BHF wanted us to work with their internal 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 very difficult.

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 did we do?

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

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

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

  • Delved into why women would want to take part in a challenge to improve their heart health (their needs, drivers and pain points) in teledepth interviews

  • Pivoted each idea as we understood more about the appetite for the campaigns

  • 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

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

What we achieved


The final winning campaign achieved an extremely low cost per click in smoke testing.

The Strong Woman Challenge went live early September and early results are looking very…strong!

It was a fabulous collaborative effort between the Flying Cars team 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

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