The London-based fitness brand Gymbox launched a 360-degree rebrand over the new year to reflect its belief that working out is as much fun as going out.
The new brand – spanning a fresh look across its assets and a new marketing campaign – aims to bring to life what makes Gymbox different: showcasing its mantra ‘the antidote to boring gyms’.
The creative seeks to add a contemporary feel to Gymbox and aims to inject a sense of excitement around going to the gym: providing a distinctive visual identity and tone of voice with clean art direction, simple graphics and the classic construction/warning yellow and black colour codes.
The work highlights Gymbox’s key strengths: the unique classes, the resident DJs, its top equipment and very personal trainers.
After the brand platform refresh, the advertising campaign broke on 14 January with an initial phase of out-of-home, print and social activity.
This included a spearhead set of four poster executions running across London Underground, the rail network (including Old Street, Cannon Street, Victoria, Convent Garden and Stratford stations) and key out-of-home sites around London.
The creative objective is to be provocative and distinctive and to cut through the ‘sameness’ of so much gym brand January marketing clutter.
The copy includes lines such as ‘Get your heart rate above 150… legally’ and ‘Be great in bed… you’ll sleep for days after our classes’.
It's easy when we make working out as fun as going out. Whether you like to do it in some of the best and biggest free weights areas in London to our resident DJs or in one of over 110 unique classes a week, we've got it all under one roof#TheAntidoteToBoringGyms #Gymbox pic.twitter.com/lIKfggICEe
— GYMBOX (@GYMBOXofficial) January 9, 2019
. @GYMBOXofficial sheds the sweaty conventions of fitness adverts with cheeky new campaign > https://t.co/lHWPwE5Z9T pic.twitter.com/4Q81MiURC7
— It's Nice That (@itsnicethat) January 15, 2019
The campaign will continue through the year until the autumn with at least an additional eight print and digital ads.
This initiative is the first campaign for Gymbox by new agency Quiet Storm after a review that saw it replace previous incumbent Mother.
The campaign was created for Gymbox marketing director Rory McEntee by an agency team that included executive creative director Trevor Robinson, planner Anna Coscia, art director Matt Mifsud, copywriter Harry Iddon, business director account director Jon Dale, designer Chloe Haggag, while media planning and buying was handled by the7stars.
Comment:
This is just one of several notably 2019 gym and work out brand initiatives aiming to cut through the cluttered New Year exercise marketing landscape.
Other recent examples include UK budget brand The Gym’s ‘So I Can’ campaign (see case study), Virgin Active’s ‘Enough’ (see case study) and even Peloton Thread’s ‘Unchartered’ (see case study).
January 2019 also saw a suite of additional, parallel creative from the brand: including Gymbox ‘Anger Management’ class promotions,
and a Gymbox ‘Fire Pit’ party video.
Among the brand’s previous major campaigns were 2018’s ’50 Shades’ series (see case study) and 2016’s ‘Play Hard’.
Links:
Gymbox
https://www.youtube.com/user/OFFICIALGYMBOX
Quiet Storm
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