LA Fitness
Make a New Day Resolution
Every January, we all collectively gear up our best workout attire,lace up our tennis shoes, and commit to a gym membership… at least for a few weeks.
This year LA Fitness challenged audiences to keep that mentality all year long, and the results are truly showing.
M
IMPRESSIONSK
INCREMENTAL CLUB VISITS (24% INCREASE)K
GUEST PASSES REDEEMEDK
NEW MEMBERS%
BEHAVIOR LIFT%
BRAND LIFTFrom reaching small goals to encouraging variety and stressing the importance of a balanced lifestyle – we created inclusive fitness content for every kind of gym-goer.
The Idea: Make A New Day Resolution
We built a 360 campaign designed to keep that “New Year inspiration” alive in our audience, strategically launching in February at a time when the workout steam begins to wear off.
First, we HIIT the scene with a film subverting a typical New Year’s Eve countdown into inspirational workout routines.
Then we reimagined how we showed up on social releasing specific content to help inspire and support our followers.
Feel Motivated.
Finally, we took our message to the streets, taking over key markets with billboards, bus shelters, EV charging stations, and beyond.
