24 Hour Fitness
2006 ReBrand 100 Winners > distinctionIndustry: Healthcare/Fitness - Below: Before Image, Rebrand Images, Summary, Credits Summary: Challenge - On average, 73% of Americans “intend” to join a gym but only 14% actually do. Our challenge was to transform 24 Hour Fitness from an aggressive, sales-oriented company to a populist brand that could appeal to “intenders.” Strategy - In one word, our strategy was “Motivate.” The fitness category barrages intenders with unachievable body imagery. We need to make fitness easy and accessible to everyone. 24 Hour fitness understands the many reasons people want to get into shape, and helps them get there. Result - Call volume is up 54% and cost per call is down 41%. Unaided brand awareness among competitive gym members is up 12% to 64%, and 4% with intenders. The new campaign received a standing ovation at the annual sales conference and is driving major operational changes. Our agency is now involved in everything from facility redesign and sales collateral to training manuals and advising on athlete endorsement. Credits: Client: 24 Hour Fitness - www.24hourfitness.com Creative Firm: Publicis & Hal Riney - www.hrp.com Title: “Machine” Creative Directors: Jon Soto, Jae Goodman Art Director: Sousdey Penn Copywriter: Jenna Hall Photographer: Jonathan Mannion Title: “Welcome Lance” Creative Directors: Jon Soto, Jae Goodman Art Director: Sousdey Penn Copywriter: Jenna Hall Photographer: Jonathan Mannion Title: “Solutions” Creative Directors: Jon Soto, Jae Goodman Art Director: Sousdey Penn, Radhika Abhyankar Copywriter: Jenna Hall Photographer: Jonathan Mannion [back] |
