LOOMIS TARGETS ZILLENNIALS WITH NEW “MY EVERYTHING COME TRUE” CAMPAIGN FOR FITNESS CONNECTION
The LOOMIS Agency, a multi award-winning advertising agency, announces the launch of a new advertising campaign for long-time client, Fitness Connection that signals a shift in positioning as well as a new target audience for the gym.
The brand is narrowing their target to the 18 to 34 age group as 60% of 2023 new members fit into the highly active demo, dubbed “Zillennials” (a combination of younger Millennials and Gen Z). “It’s no surprise, since 80% of all gym goers are part of this demographic,” said LOOMIS Group Account Director Chelsea Ratliff. “For them, workout motivation goes beyond physical appearance. They take a whole health approach to fitness — mind, body, and soul.”
Constantly bombarded by influence, the Zillennial demo is comprised of “identity nomads” who want to experiment with different ways to ultimately become their best selves. To connect with them, LOOMIS evolved the brand’s “Your Gym Come True” campaign in a way that showed the target how Fitness Connection can fit into their lives. “We wanted to demonstrate that the Fitness Connection experience isn’t all about price, but a whole health approach to fitness that aligns with Zillennial motivations for working out,” Ratliff stated.
Using a multi-channel approach that includes video, paid social, email prospecting, and OOH, the campaign draws parallels between the day-to-day activities of Zillennials in their lives both in and out of the gym. The creative required a new look and feel, so the team brought in Matt Shaffar of FilmYard to capture the kind of action that would resonate with the target. Both directing and editing, Matt brought a music video energy to the footage and delivered a vibe Zillennials find engaging. The result was footage that Fitness Connection VP of Marketing Katie Freeman said, “looks like a million-dollar shoot.”
“We love how Matt captured the energy and personality of each of the members—inside and outside the gym. We think this new creative direction will resonate with our diverse audience and make them think about what THEY want from their Fitness Connection experience.”
— Jim Green, Group Creative Director
PRODUCTION CREDITS:
Production Company: FilmYard
Director: Matt Shaffar
Executive Producer: Les Wells
Producer: Les Wells
Editor: Matt Shaffar
Colorist: Matt Osborne, Sr Colorist, Company 3
Sound Design: Chris Fleming @ Chris Fleming Studios
Music: “Do Ma Thang” By King Flex & “Move Like That” WLDHRT @ Music Bed
Still Photography: Clay Hayner
LOOMIS has played an integral role in helping Fitness Connection establish themselves as a high-value, low-cost gym that brings a premium workout experience to all. With this new top-of-the-funnel approach, the agency hopes to convince potential members to explore a brand they may not have previously heard about, and to ultimately create the kind of loyalty and retention needed in the highly competitive fitness space.
