The Indestructible Donation
Preserving Ukrainian history one NFT at a time.
Anytime Fitness
Australia’s most inclusive gym network
Integrated - Media - Creative - Intent
How do you combine media and creativity to make a real impact in the health and wellness culture of Australia?
Background
For many Australians, joining a gym can be intimidating given the body-perfect imagery so prevalent in the category. Moreover gyms can be scary places to visit, if you’re part of the LGBTIQA+ community or one of the 4.4 million people living with a disability. So, what if the country’s largest gym network could begin to change that? To launch Anytime Fitness’ new brand platform, we disrupted the outdated perceptions of what ‘fit’ and ‘healthy’ looks like and in the process created a powerful purpose-driven business-wide transformation for inclusivity.
It’s our mission to lead the fitness industry in advocating inclusivity – by transforming our culture, environment and member experience. We hope to bring this to life in our latest campaign.
General Manager, Anytime Fitness
Journey
After defining our target audience of females aged 18-29 and uncovering WHY they felt uncomfortable with current gym culture through research groups, we embarked on a new brand strategy for Anytime Fitness.
We launched our new strategic direction with a striking campaign at the heart of which sat a 45-second film, 'ANYBODY, ANYTIME’. Through a visceral and unapologetic set of OOH, digital and social, we empowered the very people who have traditionally been ignored in gym advertising. Our cast of a Paralympian, Wheelchair Bodybuilder, body-positive influencer & diverse Anytime Fitness members proudly showed how they break the stereotypes, as a way to prove that when it comes to fitness, there’s no one-size-fits-all.
It was a thumbs up at traditional notions of what exercise, healthy and beautiful means in a world where Instagram-perfect is the celebrated norm.
Our ambition as a brand is to make fitness more accessible and enjoyable for all Australians no matter their shape, size, sex, gender, ability, ethnicity or level of fitness. It was important that the campaign showcased real people and served as a true representation of the diversity of people who actually work out in our gyms.
Chief Marketing Officer, Anytime Fitness
Outcomes
‘ANYBODY, ANYTIME’ was more than a campaign that championed health inclusivity. It sparked a wider business mission to make Anytime Fitness the most welcoming gym in Australia. Anytime Fitness launched national partnerships with minority organisations, and together, we collaborated to support genuine diversity and inclusion across 500+ gyms: including accessibility audits, staff education, local community outreach and consultation with LGBTIQA+ groups.
- 500+ Clubs committed to the Action Plan
- 8% brand lift (against a 2% goal)
- 104% increase in search conversions YoY at -3% CPA
- 90% YoY increase in branded search volume
- 26% YoY increase in CTR
See more of our work.
Lenovo
How do you breathe new life (and better CPC) into display advertising?
Denver Botanic Gardens
How do you create an exhibit that’s a natural extension of nature?
Reinventing Viviscal
How do you change the conversation on women’s hair loss from hopeless to hopeful?
Celebrating 5 Years with Patrón
How do you make digital feel handcrafted?
World of Coke Museum
Can an immersive experience help bring an iconic story to life?
Pantone Studio App
How do you empower the next generation of makers?
Vornado World’s Largest 4K Screen
How do you get attention in Times Square?
Ancestry
Engaging more people with personal stories through Intent
Pet Culture
Launching an ecommerce pet brand in a global pandemic
Anytime Fitness Comedy Sets
Personalised stand-up comedy gets results for Anytime Fitness
Background Blindspot
With Teams, Microsoft Advertising had a purpose-driven opportunity to help people.