the insight
the insight
The irony of fitness: it gives you energy, but it’s the last thing you feel like doing when you’re drained.
the idea: Low E. A very fake pharmaceutical campaign solving a very real energy problem.
Defeating Low E with Big Fitness Energy. For New Year’s 2023 – when the category proclaims it's time to set lofty, unattainable resolutions – Planet Fitness zeroed in what everyone needed an immediate cure for: low energy. But how do you show the world that adding fitness to your life actually increases energy?
Well, how does the world find out about any new health solution today?
Pharmaceutical commercials.
the story.
“Defeat Low E and Find Your Big Fitness Energy at Planet Fitness” introduced the world to the ever-growing issue of low energy, AKA Low E, with an integrated campaign that provided a sure-fire way to defeat it: a Planet Fitness membership. With a multi-faceted media approach, Planet Fitness’ New Year’s Eve campaign launched at the end of December and sustained presence through the new year with multiple touch points.
Despite steep competition during this timeframe, the ‘Low E’ campaign kept Planet Fitness top of mind, securing them the highest aided brand awareness in the category at 80% and driving the brand’s #1 ranked brand consideration in the category.
The fully integrated campaign drove nearly 1.4 million January joins, a 33% increase YOY that also surpassed the 2023 business objective by ~.1M joins.
Placements generated this year proved more impactful and with broader reach: with 44% fewer placements (3,951) than in 2022, the campaign earned the same number of earned impressions (2.4B).