OBJECTIVES

The last quarter of the year, including September, represents the second sales peak of the year. Having a strong close to the year is critical.  During this time stretch goals were added to planned sales targets making a strong Q4 even more crucial.  Making the situation even more challenging was non-price-based retail offer – the offer was based on gratis merchandise; starter pack on joining.  Their objective was to make an emotional connection with consumers to give them a reason beyond price to join.  It was about communicating an authentic experience that was different than the typical ‘gym’ experience and very much focused on Movati’s brand values.

SOLUTION

TANGO created a cross platform brand campaign for Movati where every touch point was designed to emotionally connect the prospect to the member experience. This not only created leads, but also underscored Movati’s position within the industry as a destination for a better personalized fitness experience – one that understood you and your goals. The overall theme of the campaign was based on a personal message of #ThatsMyMovati. Using a hashtag to promote social media stories and sharing, the campaign used real member stories to convey their unique Movati experience.  The campaign relied heavily on video stories (8), social media, website, OLAs as well as traditional ROPs, Flyers and OOH media. 

RESULTS

With the stretch goals, and at the time a general sales slump in fitness industry (Canadian competitors as well as Movati’s sister NEP company in the US) the quarter ended 3% above target and the year ended 9% over target leads.