It’s new year’s resolution month and “all” the gyms are advertising right now. That makes standing out 1. a priority and 2. a challenge. London agency, Quiet Storm, has given Gymbox a unique personality.

It’s presenting the London gym chain as the antidote to boring gyms. And it’s advertising with type-only print and poster executions (that are also running in digital).

It’s the first campaign for Gymbox by Quiet Storm after it won the account in November last year.

An initial burst of out-of-home, print and social activity broke on January 14, featuring four creative executions running across London Underground, rail, and out-of-home sites around London. Stations include Old Street, Cannon Street, Victoria, Convent Garden and Stratford.

The campaign will continue until October, adding a further eight ads in print and digital.

The agency has created both distinctive visual identity and tone of voice, and has also managed to inject Gymbox’s key strengths: the unique classes, the resident DJs, its top equipment and very personal trainers.

It’s designed to be provocative as well as distinctive. Lines such as “Get your heart rate above 150… legally” and “Be great in bed… you’ll sleep for days after our classes,” are almost guaranteed to do that.

Rory McEntee, marketing director of Gymbox, commented, “We wanted to create a cut-through campaign that challenges the boring gym norms and showcases the key USPs Gymbox offers. People are looking for experiences and whether that’s the most unique classes in London, nightly resident DJs, larger than life personal trainers or the best gym equipment, Gymbox has everything under one roof.”

Trevor Robinson, executive creative director of Quiet Storm, added, “It’s a great way to start the new year with what we believe is an impactful digital and outdoor campaign for Gymbox. We’re confident it will it create a strong and consistent personality throughout every brand experience.”

Credits:

Agency: Quiet Storm

Executive Creative Director: Trevor Robinson

Art Director: Matt Mifsud

Copywriter: Harry Iddon

Planner: Anna Coscia

Business Director & Account Director: Jon Dale

Designer: Chloe Haggag

Media Planning & Buying: the7stars

Client: Gymbox

Marketing Director: Rory McEntee