The Gym Group is targeting potential customers with hyper-localised messaging in its latest campaign, which focuses on getting people to actually use their new gym membership.
By placing its advertising in specific key locations around the UK, the fitness brand is able to tap into its single-minded message ‘There’s a Gym Group round the corner’, honing in on the fact that 50% of UK adults are within a 15-minute drive of a Gym Group.
With assets spanning across social, CTV, branding, OOH, DoorDrop and audio, the campaign also taps into the idea of replacing the inconvenient ways people currently incorporate exercise into their lives – such as moving furniture around the front room or using bags of rice as weights.
The New Year campaign has been created by DEPT, which was appointed as Gym Group‘s agency after a competitive pitch process in late 2023.
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“This hyper-local campaign is all about demonstrating how we break down barriers to fitness and offer exactly what people care about when it comes to choosing a great value, high quality, and conveniently located gym,” said The Gym Group head of marketing communications Amy Binns.
“It’s brilliant to work with the team at DEPT on this exciting new campaign, supporting us at this most important time of year in the fitness calendar.”
DEPT creative director Bel Moretti added: “January comes with its fair share of problems and so many brands are looking to be the solution.
“Well, this is one of those wonderful times you discover you’ve been sitting on what your audience wants all along. Good quality, low cost and extremely close by – so it makes sense to just say it over and over again.”
