One of gyms’ great growth challenges is gymtimidation. People think about joining up but don’t because they feel self-conscious and lack confidence in the gym. Lucky Generals’ pitch-winning platform for new-look, low-cost gym chain, The Gym Group, takes this on with an all-singing, all-dancing campaign. The amusing music-led idea features supportive tracks that everyone can work out to.
The campaign underlines the gym’s mission to break down the barriers to fitness for all. The brand platform champions every gym goer with the message, we’re with you. No matter who you are or where you are on your fitness journey, The Gym Group intends to be known as the gym that is on your side with the support and encouragement you need.
The first campaign, Gym Face, centres around the simple fact – we all have a gym face. If we all have a silly face at the gym, we’re all equal. No one is better, no gymtimidation. At the heart of the campaign is an upbeat song, that was written by Lucky Generals, recorded by Leland Music and is running on all music streaming platforms, including iTunes, Spotify & Apple Music. The vocal performance comes from Will Hislop, actor, writer, and stand-up comedian. Accompanying the song are a music video and additional campaign assets that will run across BVOD, radio, DOOH, social and owned channels.
The films were produced by Biscuit Filmworks and directed by Jocelyn De Boer & Dawn Luebbe, in their first UK shoot for a British advertising company.
Emily Kortlang, group brand and marketing director at The Gym Group, stated, “Gymtimidation is a very real issue, particularly for women, as 1-in-3 non-gymgoers say they would feel out of place in the gym. We’re determined to reassure the nation that we understand their fears and will be there to support and cheer them on in their fitness journey – our whole group is behind them. We’re proudly mass market; but low-cost no longer needs to mean low quality and we wanted to reflect this confidence in our offering within the campaign. We needed a creative agency who would be up for challenging category norms. Lucky Generals is the perfect partner for us, and we are very proud of the firepower that is Gym Face.”
Danny Hunt, creative director at Lucky Generals, added, “We’re with you is a big idea that is going to show people that The Gym Group will do whatever it takes to support you on your fitness journey. Starting with making gyms a bit less intimidating. Tonally, we decided the best way to stand out in what can sometimes be a cold and intimidating category is to be honest, insightful and to say things with a smile. Or, in this case, with a Gym Face…”
Credits
Brand: The Gym Group
Group Brand & Marketing Director: Emily Kortlang
Head of MarCom: Chris Jackson
Creative Agency: Lucky Generals
Production Company: Biscuit
Directors: Jocelyn DeBoer & Dawn Luebbe
Producer: Blair Smith
Editor: Darren Baldwin @ Final Cut
Post Production: Black Kite Studios
Post Production Producer: Jade Denne
Sound Design: Grand Central Recording Studios
Sound Engineer: Munzie Thind
Music: Leland Music
