The multi-market gym chain operator and franchiser Planet Fitness rolled out a star-studded ‘Feel Fitacular’ campaign to position exercise as good for the mind and the body and drive memberships during the traditional New Year health and exercise spike.
The marketing push positions Planet Fitness as a solution for keeping both the mind and body fit and ‘Feel Fitacular’ is the first marketing campaign since Planet Fitness chose Publicis Groupe as its agency of record in September 2021 which led to the agency creating a bespoke sub-agency called Team Lift.
The campaign saw Team Lift partner with Publicis New York and the holding company’s Le Truc to develop a light-hearted and star-studded set of content which acts as a response to what the agency describes as ‘the emotional impact two years of COVID anxiety and various states of isolation have taken’.
The campaign launched on around 1 January and was led by a hero spot starring a fitness tour guide played by ‘Blackish’ actor Jeff Meacham who presents the psychological benefits of working out with the assistance of an ambassador team of familiar faces including actors William Shatner and Jane Krakowski, hoops legend Dennis Rodman and TikTok star @AngryReactionsGuy.
The new work features an unexpected mix of celebrity cameos that speak to a wide consumer base – from Boomers to Gen Z – to try to break through and bring the many benefits of fitness to life for everyone.
“I recently learned of a ship that can transport you to a land of pure happiness,” says Meacham at the start of the lead spot. “What kind of a ship? Spaceship?” replies Captain Kirk actor and recent astronaut William Shatner. Before the creative moves on to promoting the brand’s $10 per month offer.
The hero video was supported by a set of social content pieces amplified across the brand’s own channels including plenty of New Year’s Eve creative (based around a partnership with the traditional Dick Clark’s New Year’s #RockinEve) as well as some more direct call-to-action posts.
Look ma, we’re in Times Square! Energy here's got us on an endorphin high. Who’s excited to say bye to 2021 with us? pic.twitter.com/hySaQBXXl7
— Planet Fitness (@PlanetFitness) December 31, 2021
Testing the confetti to launch your wishes into 2022 for a Fitacular New Year! #FeelFitacular pic.twitter.com/F7zzjZwYuK
— Planet Fitness (@PlanetFitness) December 29, 2021
It’s finally 2022. Gotta start off with some fitacular feelz #NYE #FeelFitacular #NewYear pic.twitter.com/GieK6cmdw2
— Planet Fitness (@PlanetFitness) January 1, 2022
.@planetfitness hat = the perfect #RockinEve accessory ✨ #sponsored pic.twitter.com/WAlUhiSN1H
— New Year’s Rockin’ Eve (@RockinEve) December 31, 2021
HAPPY NEW YEAR! No better endorphin high than saying bye to 2021 and HI to a Fitacular New Year!#HappyNewYear #FeelFitacular #RockinEve pic.twitter.com/Axki7pisFk
— Planet Fitness (@PlanetFitness) January 1, 2022
You may need two hats… Or three. https://t.co/5TcjQMlNDz
— Planet Fitness (@PlanetFitness) January 1, 2022
Happy New Year’s Eve! I hope y’all are having a great night, I’m here to make your celebration even sweeter with a @PlanetFitness offer to help you #FeelFitacular! Sign up now to get their best deal of the year, $0 enrollment & First Month Free! https://t.co/859BFwep9W pic.twitter.com/NZJJP89z3i
— Joey Logano (@joeylogano) December 31, 2021
The spot was helmed by Biscuit Filmworks Director Andreas Nilsson
“This country is in the midst of a mental health crisis and working out—even just a brisk walk on the treadmill—is a powerful way of combating stress, anxiety, and sleeplessness. Planet Fitness is making fitness (and the emotional benefits that come with it) accessible to everyone,” added Planet Fitness Chief Marketing Officer Jeremy Tucker at the campaign launch.
“With that said, fitness can be really intimidating, especially for those just getting started. As a brand, Planet Fitness’ mission is to inspire the 80% of Americans who don’t currently belong to a gym to get off the couch and prioritize their physical and mental health. This new work features an unexpected mix of celebrity cameos (that speak to our wide consumer base, from boomers all the way to Gen Z), to help break through and bring the many health benefits of fitness to life for everyone.”
“We couldn’t be prouder of the ‘Feel Fitacular’ campaign – not just because it’s an incredible representation of the creative partnership between Publicis New York, Le Truc and Planet Fitness via Team Lift, but because of the message it’s putting into the world in support of emotional well-being,” said Publicis New York Chief Creative Officer Erica Roberts. Who explained that her team sought to emphasize ‘emotional well-being’ and position working out a powerful way of combating stress, anxiety and sleeplessness.”
The campaign was created for a Planet Fitness marketing group led by Chief Marketing Officer Jeremy Tucker, VP of National Marketing Jamie Medeiros, Director of Brand Marketing Carrie Anderson and Senior Manager Of Creative Marketing & Strategy Lindsay Pour by a team at Publicis + Le Truc included CEO Carla Serrano, CCO Erica Roberts (Publicis) and Andy Bird (Le Truc), ECD Grant Mason, CDs Alan Wilson and Peter Defries and le Truc CD Evan Schultz, CD Design Ian McCallister,HOP Tim LeGallo, EP/Post Daniel Roversi, Senior Producer Danielle Hallack, Head of BA Robin Oksenhendler, BA Manager Yaritza Acevedo, GAD Alex Mailman and AD Micardo Celicourt.
The production company was Biscuit Filmworks with Director Andreas Nilsson, while editorial was by Arcade Edit and Harbor Picture Company, with VFX by Bacon and music from Beacon.
Comment
Since March 2020, the obesity rate in the USA has skyrocketed and on average, American adults have gained 29 pounds since the start of the pandemic. Plus, Covid has also taken its toll on people’s mental and emotional health. But edxercise is one of the most powerful antidotes to the current health crisis.
The unlikely famous face ambassador approach aims to combat ‘gymtimidation’ – the fear of fitness centres and gyms and thus has echoes of the recent ‘Newvember’ campaign for rival gym brand Orangethoery.
According to Planet Fitness CMO Tucker, the campaign spotlights the company’s affordable, judgement-free environment and focuses on the lighter, brighter, feel-good feeling you get after a great workout, and that post-workout high, in a fun, memorable and light-hearted way.
Founded in 1992, based in New Hampshire and now boasting more than 2000 clubs and 15m members, the company now spans the USA, Canada, Dominican Republic, Panama, Mexico and Australia.
The new campaign’s title might sound more like a movie in the Marvel franchise rather than a fitness company tagline, but it is actually the latest iteration of Publicis Groupe’s ‘Power of One’ philosophy.
It was back in September 2021 that Publicis Groupe sets up ‘Team Lift’ after it won the US Planet Fitness tender reported to be worth around $200m )after beating out Dentsu, WPP and Omnicom) and now handles marketing strategy, centralised data and analytics, media planning and buying, creative, and brand partnerships for the fitness franchise.
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