Step Away From the Scales!
For The Marlow Club from 05/08/19
Fluro Ltd has used the following skills/services in the project.
The Marlow Club are a premium health and fitness Club wanting to increase their membership after having recently undergone a multi-million pound refurbishment. Although they were already a well-known entity within the surrounding area it become apparent that local resident’s opinion of the club was still dated and there was a need to refresh the brand awareness with a fresh new message.
The campaign ‘Step away from the scales’ was a developed by Personal Trainers in the gym. They wanted their members and prospects to understand that people shouldn’t focus on one goal; this often being weight and that in fact, it is a number of things which will ultimately help you to succeed on your fitness journey.
Our guerrilla campaign saw 100’s of blown up doughnuts and static stickers placed around Marlow’s high street and Business Park at 5am. At 6am Facebook posts were already appearing on local groups asking “does anyone know
why there are inflatable doughnuts around the town?” and by lunchtime the local newspapers had grabbed the story as their headline news for that day.
Throughout the day there was a huge social media buzz around the doughnuts with some people taking them home to give to their children, many taking photos.
That evening we released a video on the local Facebook groups admitting The Marlow Club’s involvement. Overnight the video had 7,000 views.
We then took that audience and built a re-targeting campaign which fed more and more elements of the campaign (including further short videos, infographics and emails) to our target audience over the next couple of months.
