Zap Fitness is a Tasmanian grown chain of 24-hour gyms that has expanded into both Victorian and South Australian markets.
We have worked alongside the Zap team to undergo a strategic process to identify core values, culture and campaign objectives. Zap wanted to move away from being known solely as a low-cost gym option and instead look at how they can add value to their members and the community. After profiling customers and looking at the motivators and barriers to joining and attending a gym, we devised a campaign that is built around celebrating the diverse goals and journeys of Zap members to encourage people to see a more holistic view of the benefits of exercise.
Using real life Zap members, rather than professional models, we created a series of inspiring videos and imagery to show that Zap is an inclusive training environment and fortifies the organisation wide ethos that includes staff training opportunities, community, social engagement and support.
This campaign was rolled out across traditional media, such as billboards, as well as digital and social media.