The Brief
How do you welcome a person back to normal life after a pandemic? How do you make them feel safe and secure in one of the most high-touch areas outside of a hospital?
The Solution
We are more likely to follow the lead of our friends than the science. So I put members' friends, the hearts of their club communities, at the forefront of our campaign to welcome and guide people back to the exercise they loved.
The Project
We found the most vocal members, using data insights, social engagement and anecdotes as a guide, and met with them while they used the club.
Armed with a selfie aesthetic to amp up the authenticity we photographed them and tagged along with their workouts, interviewing them along the way.
Their best quotes became the caption for their photograph campaign, targeted at the members that would recognise them most.
We brought this to life through localised emails, location-boosted and organic social, and out-of-home in specific locations - think Stan joining you in a jog up the stairs at Bank Station.
The Result
The clubs we first focused on saw an upswing in members returning to the club and a reduction in those freezing or cancelling memberships over concerns.
We built up a bank of lived experience for our club policy and were able to communicate with more accuracy and honesty.
Best of all we firmed up a relationship with the biggest voices in each community.
