Takeaway

Background

Fitness First is one of the UK’s largest gymnasium chains. They wanted to create a local marketing campaign to recruit new members.

Idea

Most gym advertising features pictures of perfect people - perfect muscles, perfect tone, perfect bodies. Harrison Troughton Wunderman’s idea was to position Fitness First differently - by saying it’s ok to indulge yourself and eat what you want, as long as you come to Fitness First to get back into shape. With a limited budget, door drops were chosen as the best medium to reach the local market. On the Wednesday, prospects received what looked like an Indian takeaway menu, on the Thursday a Kebab house menu and on the Friday an Italian takeaway menu. Inside, the menu actually explained the exercise they should do to get rid of the extra pounds caused by each of the dishes.

Results

The monthly uptake of new members rose by 50% for the duration of the activity (two months). With each new member committing to a minimum 12-month contract, the campaign was responsible for generating £36,916 in additional revenue for Fitness First - an ROI of 23:1.

Target Audience

Local residents of the Camden area

Size

1,000 door drops

Our Thoughts

I love this, quite possibly because I am a bit of a Mr. Blobby right now and know I need to get down to the gym. This has a good chance of getting me to sign up because it isn’t scaring me off with images of a six-pack I will never have or telling me I must eat nothing but cabbage soup for six months. It tells me that the gym can be a part of normal life though, personally speaking, I think I’m beyond repair.