How data science defined a brand.
Part of a global gym brand, Anytime Fitness Australia has more than 440 clubs and nearly half a million members. With more clubs and more members than any other gym chain, Anytime Fitness is the biggest fitness community in Australia. In a crowded fitness marketplace, they wanted to re-position their brand to both stand out and stand for something.
Jaywing was not only handed the task but appointed as their agency of choice for the entire Collective Wellness Group’s brand and communications.
We began by gauging the tone of conversations around Anytime Fitness Australia, and fitness in general, using our social intelligence tool, Whisper. The lack of emotional connection we found between fitness brands and customers gave us a clear space to move into. We re-articulated the brand around a compelling proposition that would drive all future campaigns.
Some subtle tweaks injected fresh life into the existing brand identity and with clubs across Australia, maintaining brand consistency was crucial. To do this we created new brand guidelines, a new Anytime Fitness Australia website and an extensive club marketing toolkit, which consisted of print-ready artwork for a wealth of marketing materials – from posters to window vinyls – carrying every variation of message a club could need throughout the year.
With the new brand in place, to freshen up the messaging, in September 2016, we began rolling out regular national campaigns across all media, including TVCs, radio, digital communication, social media & video content, club exterior signage, and club communications and campaigns.
Campaigns have included a number of one-day sales, acquisition campaigns, and our bravest campaign yet in January 2016, reflecting the dialogue we all have with our inner voices who give us countless reasons not to get fit, this campaign message was designed to be hard-hitting and disruptive.
We’ve seen fantastic results such as the first one-day sale smashing Anytime Australia’s previous best result, delivering a 23% increase and an upward curve of new members month-on-month, such as one month seeing an 11% increase in sign-ups over the same period the previous year.
“We selected Jaywing largely because of their data led approach and ability to innovate around our challenges and opportunities. They came with a strong track record in data, digital and creative across multiple sectors.
“The blend of data science and brave creative has delivered outstanding results for our business. It’s great to see innovative products like Jaywing Intelligence being invested in and their true potential being realised.”
Arthur McColl, CEO, Anytime Fitness.