2013 Winners & Shortlists

The Brief

The brief was to increase the conversion rate in Fitness First gyms, making sure more of the people who enquired actually decided to join. Our strategy was to engage walk-in customers in the month January, a time when fitness ambitions are generally high, and give them some added motivation to commit to their resolutions.

Creative Execution

Our ‘business card’ essentially put prospective clients on the first step toward a healthier lifestyle, by offering them an immediate and concrete point to measure their success from. So people who were already considering embarking on a fitness regime were given the affirmation that real transformation could start right there and then.

Describe the creative solution to the brief/objective.

We designed a special business card that not only shared membership consultants’ details, but also provided prospective clients with an immediate ‘BEFORE’ photo that they could work from. In other words, we created the instant-photo business card.

Results

Over 2000 prospective clients were given the business cards during the month. Through these, we were able to register a 62% increase in callbacks, and sign 37% more members than the previous month.