visual identity of the brand was refreshed with a confident tone of voice, aspirational photography and bold campaign creative that resonated with the Australian market, also launching a new website which made the most of our expertise in UX, UI and design.
As each club is individually run, a crucial part of the project was maintaining brand consistency. Clear and detailed brand guidelines were introduced, along with an extensive marketing toolkit, including print-ready artwork for a range of marketing materials and messages. To get franchisees on board we created separate internal communications and took Anytime Fitness on the ‘Move as One’ roadshow around Australia.
As the new brand took shape, we began rolling out national campaigns. Our bravest campaign, entitled ‘F*ck unfit’ was controversial and bold. Totally relatable to the Australian audience, it challenged the voice that stops people making that first move. Hard-hitting and disruptive, the response was impressive, delivering over 3500 new members in a very short timeframe. The first one-day sale smashed their previous best result, delivering a 23% increase. It achieved a month-on-month rise in new members and an 11% increase YOY in sign-ups.