Anytime Fitness Australia wanted to smash their leads in 2019, targeting everyone from sculpted selfie-snappers, to nervous first time gym goers. That’s quite an audience.
The big idea
Speaking to everyone doesn’t always have to mean speaking to no-one. We proposed a diverse, down-to-earth campaign using razor-sharp persona targeting.
We showcased a fitness melting pot, celebrating everyone from the red-faced to the gym junkie. A place to ‘work out your way’ and reach your goals: Anyone, Any goal, Anytime.