Don’t sweat it, just switch
We go back to basics for The Gym's latest campaign
What pops into mind when you think of a high-end gym? Fluffy towels. Olympic pool. Tennis courts. Posh handwash.
All the luxury extras you ever need to justify the sky-high monthly fee you pay for the privilege. For some, it’s worth it. For others, it doesn’t take long before you realise all you actually want to do is blast the treadmill for 45 mins and get home before Game of Thrones.
But alas, you’re locked into a twelve-month contract.
From speaking to new members that had switched from high end to low cost, we knew that this story was all too common. There’s an audience out there who end up paying for the stuff that they don’t even use. If you only use the gym, join The Gym.
It’s these people we’d like to tempt to The Gym.
Giving the competition a run for its money
There are lots of benefits to a membership at The Gym.
It’s open 24/7, there’s no contract to tie you down, 40+ free classes every week and membership starts from as little as £10.99 a month. However, despite each gym having over 170 pieces of the latest fitness equipment, there was still a perception that low cost means lower quality.
As this was the main barrier for this group, it needed to be met head on if we were to successfully tempt people away from more expensive competitors.
Keeping it simple is no sweat
As this was a social and digital marketing campaign, a clear message was crucial to cut through all the online noise. So we kept things simple: Switch to The Gym and you’ll get all the stuff you need, and none of the stuff you don’t.
The creative, with its ‘half and half’ imagery makes a visual link between the things you actually use at the gym and the unnecessary extras on offer elsewhere. It also hints at the quality and range of the equipment on offer, and the light, contemporary gym interior.
Getting the audience pumped on social and digital
How could we make sure we pique the interest of our potential switchers at the right time?
The good news is that gym users are highly engaged online and especially on social. There’s over 250m people who list the gym as one of their interests on Facebook alone.
This is where micro-targeting on social media and display advertising comes into play – we can use it to identify members of higher-priced gyms and health clubs. Geo-targeting can help to grab the attention of people within The Gym’s catchment areas.
Seasonality also has a big part to play. We can ramp things up in January and September when most annual gym memberships are up for renewal. At these times, social and digital activity will be supported with local marketing campaigns.
Hopefully this means that throughout September, lots of new members will hand back their fluffy towels and jog down to The Gym for some great value, no-fuss fitness.
To see more of our work in the FMCG, food, retail, health and wellness sectors, click here for case studies on how we’ve helped The Co-op, Atkins, Midcounties Co-op, Wagamama and many more.
Alternatively, if you’d like to learn more, give us a call on 0161 831 0831 and ask for Nicola or get in touch at hello@dinosaur.co.uk.
Also published on Medium.
