Regarding the September campaign we focused on the fact that Fit For Free is a place to feel at home. Whatever your goal and reason; whether it's your first time in the gym, you have a beastmode mind-set, or just want to take a break from your busy life. Their slogan 'Welcome to the club' summarizes this perfectly. The catchy campaign content therefore had to be tailored to each of these mind-sets; smaller 'clubs' with recognizable reasons, resulting in relevant content with each their own digital journey. Where also urgency was one of its pillars.
The campaign messaging kept relevant throughout the journey, from the various social formats or display banners through to sign-up stage. The most relevant USP's were segmented per group to make the content most attractive for the potential club member. This way the campaign smartly tapped into the reasons for all potential members, no matter their work-out intention.
The January campaign is the most important due to the new year resolutions new year resolutions. The USP’s communicated in this campaign are different as the September campaign. The USP’s are more focused on the personal contact and support offered by Fit For Free. The new digital platform off Fit For Free contributes to this a lot.
As we cooperated closely with the media agency and managed the campaign across all touch points: digital, television commercial, Out of Home, Radio commercial and the website/check-out optimization, we were able to set up a strategy and align the complete funnel. Targeting several audiences and re-targeting these with personal content and different messaging based on traffic leads. The responsiveness between the complete funnel is higher. This stimulates the process of convincing potential clients to subscribe.