ALL THE TIME YOU NEED
24 HOUR FITNESS IS ONE OF THE LARGEST FITNESS CENTER CHAINS, YET, IN AN INCREASINGLY CROWDED MARKETPLACE, THEIR ACQUISITION RATE WAS DROPPING.
Brand & Content Strategy, Concept Development, Copywriting & Editing, Client Presentation
Research showed that men used memberships with higher frequency, while women kept memberships for longer periods of time. In this context, women were seen as the higher-value audience.
The most common reason women cancelled memberships wasn’t cost or lack of motivation, but an inability to get to the gym before closing due to work and/or family obligations.
Therefore, we decided to communicate two main points: 1) 24 Hour Fitness gives members the time they need to pursue their fitness goals and 2) 24 Hour Fitness respects the commitment to get/stay healthy after a full day at the office, with family, or both.
The “All The Time You Need” campaign was the result.
Ads and posters were developed with images of women engaging in strength training, as were concepts relevant to placement. For example, “Open 24/7 Because Your Job Isn't The Only Work You Do” was written for both print and bus shelters.
The microsite took the campaign a step further, reinforcing the main ideas while inviting site visitors to enter the 2-hour block of time that they were most likely to visit the gym.
They could then see a list of classes and events that were available. As you might imagine, members could take advantage of everything their local 24-Hour Fitness center had to offer, even if they chose to work out from 3 to 5 a.m.
We created the campaign as an invitation for potential members to see 24 Hour Fitness as a partner in their health—and a partner that would always be there to provide whatever members needed to achieve their fitness goals, day or night.
By reminding our audience that hours weren't an obstacle, we helped them realize they had the time needed to get the job done.
Regional staffs reported overwhelmingly positive responses to the motivational campaign.
More importantly, 24 Hour Fitness saw a 5%+ bump in memberships, and a dramatic increase of unique visitors to their website.