Search Weight Loss Topics:

Home » Fitness » Anytime Fitness latest campaign highlights importance of the human – CMO

Celebrating the human and acknowledging changed consumer behaviour been put front and centre in the latest campaign for Anytime Fitness encouraging Australian consumers to get back into the gym.

The Anytime Fitness 24/7 Human campaign launches in NSW this weekend and shines the visual spotlight on members, employees and club owners. Its been produced in partnership with MercerBell and incorporates out-of-home advertising, digital, social, PR and more localised media buys.

The campaign is national but rolling out in line with the reopening of gyms in each state. Gyms in NSW have been given the greenlight to open from tomorrow, 13 June 2020, while gyms in Victoria will reopen the following week.

CMO of Anytime Fitness parent company, Collective Wellness Group, Emily Thompson, said the campaign is very much about celebrating the diversity, expertise and community spirit the fitness brand strives to embody. Its also a big call for consumers to get back into the gym and help the industry recover from the significant impact of COVID-19 pandemic closures over the last three months.

Our industry has been profoundly impacted by COVID-19 but theres a light at the end of the tunnel, Thompson said. Our franchisees and club teams cant wait to welcome members new and old into their gyms, and with this campaign MercerBell has really captured that sentiment.

MercerBell executive creative director, Vaughan Townsend, said the ambition was a campaign that tapped into the Anytime Fitness brand spirit. Elements have also been developed as a form of toolkit enabling Anytime Fitness 500 franchisees the ability to tailor messaging and communications to suit their hyperlocal needs.

Anytime Fitness is a place members go to work out, hang out and be with like-minded people. The new campaign captures this feeling of a 24/7 community and will appeal to new audiences who are looking for something more from their gyms, Townsend said.

The human spirit has very much come to the fore in the face of the COVID-19 crisis, with brands across every category striving to highlight, support and bring an empathetic approach to their marketing in response. From kindness and thank you messages for essential service workers to information communications led by CEOs and operational leaders, marketing campaigns during this time have commonly turned to real people to retain connection with consumers as the crisis progressed.

Now, as we tentatively step towards recovery, recognising how consumer behaviour has changed and shining a spotlight on the human factor is also expected to remain front and centre in brand messaging and campaigns.

MercerBell CEO, Julie Dormand, noted Anytime Fitness has historically positioned itself via the more rational messaging of being a 24/7 gym. But the transformation of consumer behaviour brought about by the COVID-19 pandemic made celebrating the human aspect of what gyms deliver key to the latest campaign.

Normally with our work, wed look at the behaviour we are trying to change. But what we have all been through during this time reflects a massive behaviour change focused on us, as humans, she told CMO.

As soon as we added in the human even the word - and plugged this into the imagery, we could see the role gyms play in our lives. This is about people, and people behaving and engaging in spaces that are important to them.

Dormand pointed out behavioural changes ushered in by COVID-19 will be hugely impactful on the way brands need to engage as we come out of the crisis.

People talk about reverse culture setback and what it is to go back to the new world. We know it wont be the same people know the world they live in has changed and we have different attitudes around how we work and engage. Its significantly shifted, she said.

Thompson argued there wasnt a category of client across the agencys portfolio, from Qantas to AMEX, that hasnt been impacted.

Those who saw a more positive impact from the crisis still experienced that change in behaviour, she added. This is a very rich space, and that behaviour change is coming into every brief we do.

Follow CMO on Twitter:@CMOAustralia, take part in the CMO conversation on LinkedIn:CMO ANZ,follow our regular updatesvia CMO Australia's Linkedin company page, or join us on Facebook:https://www.facebook.com/CMOAustralia.

Follow this link:
Anytime Fitness latest campaign highlights importance of the human - CMO

Your Full Name
Your Email
Your Phone Number
Select your age (30+ only)	30313233343536373839404142434445464748495051525354555657585960616263646566676869707172737475767778798081828384858687888990919293949596979899100101102103104105106107108109110111112113114115116117118119120
Select Your US State	Select Your StateAlabamaAlaskaArizonaArkansasCaliforniaColoradoConnecticutDelawareFloridaGeorgiaHawaiiIdahoIllinoisIndianaIowaKansasKentuckyLouisianaMaineMarylandMassachusettsMichiganMinnesotaMississippiMissouriMontanaNebraskaNevadaNew HampshireNew JerseyNew MexicoNew YorkNorth CarolinaNorth DakotaOhioOklahomaOregonPennsylvaniaRhode IslandSouth CarolinaSouth DakotaTennesseeTexasUtahVermontVirginiaWashingtonWashington,DCWest VirginiaWisconsinWyoming
Program Choice	Select Your ProgramInjectable HGHInjectable TestoteroneInjectable SermorelinInjectable Weight LossInjectable HCG DietInjectable Vitamins
Confirm over 30 years old	Yes
Confirm that you resident in USA	Yes
This is a Serious Inquiry	Yes
Message:

Home » Fitness » Anytime Fitness latest campaign highlights importance of the human – CMO