#BurnThisMeal
Fitness First Asia / Hong Kong
Issue 33 | December 2014
Agency
Ogilvy Malaysia
Creative Team
Chief Creative Officer Gavin Simpson Creative Director Rafael Guida Art Director Wong Chin Wei Copywriter Kok Lay Choon Chinese Copywriter Poon See Hian
Production Team
Assistant Producer Jennafinz Goonting Designer Lim Poh Yeng
Other Credits
Regional Digital Director Alex Lee Social and Content Strategist Chong Wei Zhien Social Media Executive Wil Ong
Date
18 April 2014
Background
Fitness First wanted to connect with food lovers in Hong Kong and let them know about its free workout trials. Since ad spend was limited, it turned to social media to attract new walk-ins to its Hong Kong gyms.
Idea
The campaign was based on this insight: many food lovers tend to snap pictures of their meals and share them on Instagram. Fitness First reached out to them on this same social platform with a never-done- before personal offer: free workout trials tailored to burn off the calories put on by the very same meals they had posted.
To do this, Fitness First hijacked their food shots using their food-related hashtags (eg: #hkfoodie, #hkfoods, #hkfoodporn, etc), paying particular attention to Hong Kong users. These shots were then converted into mobile gym vouchers to be tagged to the photo owners. Each voucher showed the meal's calorie count and a recommended workout for burning those calories at any Fitness First Hong Kong outlets. The rallying call was #BurnThisMeal.
Results
Within a single week, sign-ups for Fitness First's free trials had risen over six times higher than the monthly average. As the campaign picked up online buzz, foodies on Instagram started using #BurnThisMeal to request for free workouts, making it a popular trending hashtag. During the campaign period, the Instagram mobile vouchers posted were enough to burn over a million calories. More than just increasing awareness for free gym trials, #BurnThisMeal inspired people to see their meals as calories to be burned and stay fit. All this was achieved with no app, no ad and practically zero media spend.
Our Thoughts
What I love about Sardinia is the relatively recent reversal of fortune. The youngest sons inherited the worst land from their fathers – the land on the coast-line.
Of course, with the boom in tourism, youngest sons suddenly discovered they were the favoured ones. Similarly in advertising, ten years ago if you were in a Sales Promotion agency you were ridiculed for being obsessed with coupons. And today? Some of the most interesting advertising is coming out of SP and the humble coupon is experiencing a renaissance as a marketing tool which is not only effective and sales-oriented but creatively rewarding as well.
Kudos to Gavin Simpson and the bright sparks in Ogilvy Kuala Lumpur. Here’s hoping your global CCO Tham Khai Meng is noticing.