Whilst an already established brand, PureGym wanted to solidify its position as the top choice for budget-conscious fitness enthusiasts. Through this campaign, PureGym aimed to expand reach to potential customers, drive awareness, boost consideration to sign up and strengthen perceptions surrounding value for money and overall quality.
Plan
The launch of a new creative, ‘Way More Than You Pay For’ focused on the value and benefits each member gets, particularly during times of increased living costs. PureGym ran cinema nationally with 30” copy running in blockbuster and major release film packs (including Wonka, Aquaman & The Lost Kingdom). These films were selected to target the brand’s key 18-34 demo and deliver incremental reach as part of a wider AV plan including TV, BVOD, Radio & Digital Audio.
Results
The campaign was successful in driving key funnel metrics and boosting key perceptions around relevancy and trust.
90%
prompted awareness amongst those exposed via cinema
+19%
uplift in being ‘Very Likely’ to consider PureGym
+29%
uplift in intention to visit a PureGym
+46%
uplift across key associations and perceptions that PureGym ‘is for people like me’ vs. control
+28%
uplift across key associations and perceptions that PureGym ‘is a brand I trust’ vs. control
+10%
uplift across key associations and perceptions that PureGym‘is good value for money’ vs. control
