U ENERGY GYM - DOUBTERS WELCOME
TAPPING INTO A NEW AUDIENCE OF THE GYM “DOUBTERS”
THE INSIGHT
Let’s face it, one of the biggest reasons you end up not going to the gym is because you doubt yourself or feel like life has gotten in the way of your gym time. Workaholics feel they don’t have the time, mothers feel they won’t be able to get in shape anymore, clubbers don’t want to feel if they drink it will mess up their gym routines. They are many reasons to not go to the gym and the place can be quite scary for these doubters. U Energy Gym wanted to position itself as the gym where all walks of life can feel like they can get in shape without compromising on life. Whoever they were in life, this place was for them.
THE IDEA
We created the “Doubters Welcome” campaign to flip the usual gym talk upside down. Instead of chasing the hardcore gym freaks, we went after the people who thought the gym wasn’t for them targeting different personas for the campaign. Food Lovers, Workaholics, Fashionistas, Mothers, etc. Each line said the same thing in a different way, you don’t have to change who you are to start. The idea was simple, our campaign wasn’t asking you to give up your shawarma extra-toum sandwhich or your packed schedule. It was made to position the gym as a place that fits around you. For people who want balance, not burnout.
CREDITS
FADI MROUE
TAREK SABBOUH
MOANA SAAB
SAMI ABOU FAKHR
JOANNA ACHKAR