The Campaign
We conducted a unique social experiment that examines the emotional impact
fitness has on our lives to show #HowFitFeels.
fitness has on our lives to show #HowFitFeels.
Over a 3-month period we removed fitness from the lives of 3 very fit people
and added it to 3 people who had barely set foot in a gym.
and added it to 3 people who had barely set foot in a gym.
At the heart of the campaign is a 4 part documentary web series in which
we interviewed each of the participants throughout the experiment,
documenting their highs and lows to see how fitness can transform the way you feel.
we interviewed each of the participants throughout the experiment,
documenting their highs and lows to see how fitness can transform the way you feel.
Supported by a heavy digital and social media presence, in-gym media and member communications, the campaign aimed to drive volume of leads through Fitness First’s
digital channel. The experiment was designed to defy the category by showing
the world that there is more to fitness than the physical benefits.
digital channel. The experiment was designed to defy the category by showing
the world that there is more to fitness than the physical benefits.
Through real insights, it was revealed that truly understanding fitness
is when we stop obsessing about how fitness looks and focus on
how it improves our mood, energy and confidence.
is when we stop obsessing about how fitness looks and focus on
how it improves our mood, energy and confidence.
The Results
Results to date have been overwhelmingly positive with 4 million video views
across all channels, over 26 million impressions at a 0.23% CTR and coverage on
ABC’s ‘Gruen’ and Channel 7’s ‘Sunrise’. As well as prestigious Contagious Magazine.
This translated into a huge increase in customer leads and conversion, with customer acquisition increasing by 9% since the launch of the campaign.
across all channels, over 26 million impressions at a 0.23% CTR and coverage on
ABC’s ‘Gruen’ and Channel 7’s ‘Sunrise’. As well as prestigious Contagious Magazine.
This translated into a huge increase in customer leads and conversion, with customer acquisition increasing by 9% since the launch of the campaign.
