
Agency	Mex Advertising
Creative head	Artem Karan
Author of idea	Elena Zueva
Product	Clubcard "Fitness Academy"
Description	Sport-club “Fitness Academy” exists on market more than 5 years. It is fast-grow business with constant increasing of services quantity. With grow of possibilities sport club faced with necessity of customer funnel and enlargement of targeting audience. Targeting audience that exist nowadays it is people with stable incomes that aim to strengthening of health and try to keep themselves in well form. Recently demand arose to attract people that didn’t interested in fitness and/or dissatisfied of their weight and personal appearance. First of all it is woman 20-35 years old and man 25-40 years. Besides this people should live and work in the districts that comfortable relatively to sport club. Idea: the Fit Sweet object is stylized as a chocolate to be distributed in restaurants located near the sport club. Traditionally, a meal in Ukrainian restaurants ends with a check accompanied by a chef’s compliment – a chocolate. People who will eat an additional candy after a full meal, people who believe in slimming chocolate are our target audience! But this time, instead of a chocolate, the wrap contains a plastic card with an invitation for three free visits to the Fitness Academy sport club! Slogan: “You like sweets? Fitness Academy will help you burn extra calories!” Thus, by surprising potential customers, we inform them that it is possible to eat, be healthy and slim by visiting the Fitness Academy sport club. Moreover, each card has a barcode allowing its owner to register later as a sports club member, while the card itself stays valid as a regular club access card. 3,000 Fit Sweet “chocolates” were distributed during one month at nine restaurants in the vicinity of the sport club. 643 persons used the distributed cards for free visits, 511 of which were women. 327 persons later got registered as permanent club members, of which 179 bought a yearly pass. Thus, the number of the Fitness Academy’s permanent clients grew by 26%. Fit Sweet “chocolates” sales generated 118% return of investments.
Advertiser	Sport club “Fitness Academy”
Team members	Aleksandr Mykytenko, Director Elena Gula, Senior Account manager Aleksandr Kadet, Account manager Ivan Tsupka, Videographer Yulia Bahtina, Design Director Irina Bogdanova, Senior designer

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