The Gym Group looks to drive ‘emotional connection’ with rebrand campaign
The Gym Group has launched a campaign following a rebrand as it looks to differentiate in the sector and create an emotional connection with its consumers.
Anchored around the new brand expression, ‘Find your fit’, the campaign, created by Dinosaur, shows off the fitness goals of real people and follows the development of a new brand and communications platform.
Mark Beaumont, Dinosaur executive director commented: ‘Value for money will never cease to be a defining factor of The Gym’s offer, but we quickly established that alone was no longer going to be enough to keep them ahead of the pack – we needed to give people reason to emotionally connect with the brand.
"Holding a mirror up to the drivers which real people have for exercising allowed us to connect at that deeper level, and avoid the usual sector clichés of body-perfect models, which are unobtainable to most people, and therefore fail to motivate.”
The new campaign is the result of the repositioning supporting The Gym Group as it looks to transition from sector pioneer to a major player in the maturing budget gym sector.
Last week, Sport England rolled out a nationwide campaign similarly featuring real women of all ages and sizes, exercising.