Brand Strategy, Social, Broadcast, Creative
Anytime Fitness is no longer “just a gym.” As the company shifted operations to give clients more support through coaching services, nutritional advice and other amenities, its marketing needed to catch up. Starting with a national TV campaign, we’re helping reposition the brand as a health and wellness partner – a company that helps people make a plan and stick to it, through good days and bad.
This national spot speaks directly to people struggling to start and maintain their health plan. To connect with them, it strikes a balance between being realistic and being aspirational, empathetic and inspirational.
In addition to the TV spot, we created a shorter version for digital media and Anytime Fitness’s active social media channels.
The second spot in the campaign taps into the emotional highs and lows people feel when it comes to exercise and wellness. The universal nature of the feelings and diverse representation of exercisers broaden the brand’s appeal.
A shorter version of the TV spot extends Anytime Fitness’ message of inclusion and individual support across channels.