Most people who join the gym don’t intend to give up three months later – yet many do. Our job was to convince serial gym quitters that this time will be different. That at Nuffield Health Fitness & Wellbeing gyms, there are plenty of reasons why they won’t want to give up on their health and fitness.
Gym projects are fertile ground for big promises, but we went down a different route by keeping our campaign grounded in something strong and believable – the truth. We made compelling facts about Nuffield Health gyms the heroes of our campaign, and broadcast it nationally, from YouTube pre-roll and 48-sheet billboards to regional press and everything in between.