Challenge
With over 800 gyms across 5 continents, how do you let current and past members, plus prospects, know that Gold’s Gym is reopening with new safety standards; plus make them feel safe when they get there.
Discovery
During the global COVID-19 pandemic, most brands were busy giving unprecedented and uncertain times messages. This was not consistent with Gold’s Gym’s brand truth and tone.
Activation
Strong brands don’t speak of uncertainty, they rally for a comeback. We created an interim campaign, playbook and gym signage with a specific visual and communication strategy designed to break from “business as usual” advertising to give these important messages clarity and space in the fitness industry.
Impact
With creative and copy geared to specific audiences and consumer mindsets, early returns to the gyms in states and cities that have relaxed COVID-19 restrictions have been higher than expected.
Creatively using “fitness references” to help members visualize a six-foot distance was a way to give our social distancing messages within our brand voice.