Fitness First

 

  • Brand

    Fitness First

  • Role

    Brand Positioning

    Creative Brief

    Social Media & Digital Strategy

    Creative and Content Creation

    UI and UX Design

    CRM

    Media Planning and Buying

The campaign that encouraged Australians to be selfish.

Our consumer wants to feel strong and empowered, physically and mentally, but the path there can be intimidating and hard. They need help to tap into their inner strength and show them what they’re truly capable of.

Australians are struggling to find time to prioritise their own needs. Newly released research conducted by YouGov Galaxy has found that more than 60% of Australians believe they need to find more time for themselves to stay fit and healthy. Further, over half of all Australians agree that they need to find a way to sometimes put their own needs first, before others. With many Australians finding it hard to find the time to put their own needs first the new brand platform aims to give Australian’s a gentle nudge, and permission, to start to ‘Put Yourself First’.

Put yourself first manifesto.

Simply put, you’re a better person when you prioritise yourself and particularly when you take care of your own health and fitness. You’re more productive but also more patient, you’re more engaged in life and more engaging to others, you’re a better partner, a better parent, a better friend, and a better all-round human.

122674_1614138605_Fitness First - Put Yourself First - Weightlifting.jpeg
122675_1614138581_Fitness First - Put Yourself First - Boxing.jpeg
122676_1614138626_Fitness First - Put Yourself First - Barre.jpeg

Contextual and lifestyle creative executions added to narrative to demonstrate better self care.

Media Strategy.

  • Outdoor Advertising

    Driving Mass Awareness in proximity to club locations.

  • Web/Display

    Targeted to customer segments, creative based on interest to prompt conversion.

  • OLV and Catch Up TV

    Mass Reach to prompt awareness.

  • Radio

    Mass awareness of campaign and prompting conversion to trial.

  • Social

    Targeted Creative based on segments prompting conversion.

  • SEO

    Paid Search Terms

Fitness First member app.

Increasing engagement and brand awareness launching a member facing app in line with brand positioning.

Here’s the stats

  • +6%

    Consideration

  • +8%

    Preference

  • +7%

    Likeability vs previous campaign