Back in 2016, even though Anytime Fitness was the biggest gym chain in Australia they didn’t have a strong market presence. They needed a campaign to re-launch them into the Aussie market with a bang and get tongues wagging.
The big idea
With a rallying cry, Anytime Fitness stuck two fingers up to Australia’s obesity problems. We sparked conversation, and more importantly action, showing Aussies everywhere they should take their health seriously.
The results? Our fully-integrated campaign made Anytime Fitness the name on everyone’s lips. Even the Daily Mail.
We saw hurrahs, outrage, tattoos - I know, but most importantly upward of 3000 new members. A record for the brand.
Little confession: I still repeat this line in my head when I'm struggling in the gym.