Since the Covid pandemic, F24S membership numbers had slowed down. People in general seemed to have a hard time getting back into their pre-Covid workout routines.
There had also been tougher competition between the various gym chains, with several of the players expanding their operations during the pandemic and all pushing out similar visual material and offerings.
To develop a Nordic price and recruitment campaign for (SE, NO, FI) that would get new members to try out and get existing customers to extend their membership.
Image building campaign for a longer-term communication effort. We drew on the power of Fitness24seven's forgotten identity and offers. Created campaign material that the other competitors could not adopt and thus freed F24 from the other gym chains' campaigns that had a similar homogeneous campaign expression.
In all countries, the campaign has received greater engagement based on comments and shares compared to previous prize and recruitment campaigns that F24 has run. The campaign is ongoing.