Planet Fitness
Find your balance

Client:

Planet Fitness was launched in October 1995 and is the second largest health club in South Africa.

Brief:

Develop a new brand proposition and roll this out over a range of media.

Solution:

Squiggle undertook an extensive market research project to see where opportunities and gaps were in Planet Fitness' proposition.

To advance Planet Fitness' strategy of getting more out of life through exercise, we developed a core message of 'Find your balance'. Research showed that the main reason many people don't go to gym is that they make excuses for being too busy.

Balance isn't just something you need when you're learning to ride a bike. It's the harmony between body, mind and soul. Achieving balance is about living a life that's filled with a little bit of this, and a little bit of that. Time and again we tend to eat too much, sleep too little, work too hard and laugh too seldom. It's all about yin and yang, men and ladies, work and play.

This campaign illustrates this perfectly where in the case of a very busy working career, we show a high heel shoe and a running shoe merged together with the line 'Find your balance' underneath. It really makes you look twice and think about the message which obviously goes a long way in aiding the memorability of the campaign. Some other examples are a very tasty but kilojoule-laden milkshake juxtaposed with a water bottle; or a meat-heavy Sunday braai cut across with some of our gym weights.

The executions are very simple with very little copy. This is because we believe that the best way to cut through the over-communicated noise of advertising that people are subjected to every day is to keep the creative message as simple as possible. Simple is easier to remember.

The concept of 'Find your balance' is more than a once-off campaign, but is a strong brand positioning which future media will stem from. The campaign raised the Planet Fitness brand to new heights and has been one of their most successful advertising campaigns.

Click on any image to enlarge

^ Go to top of page
< Return to portfolio