Planet Fitness Case Study

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PLANET FITNESS

ADVERTISING CAMPAIGN JO JARVIS

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TABLE OF CONTENTS SUMMARY

3

COMPETITION

10

PROCESS

24

SOLUTION

42

SUMMARY

CLIENT

Planet Fitness

ABOUT

Planet Fitness is a chain of gyms which cater to people who are in the beginner to intermediate bracket for working out.

Planet Fitness is known for its in-your-face, sarcastic sense of humor and judgment-free environment. Guests enjoy a fully equipped gym at low monthly prices.

Summary | 3

PROBLEM

Many people who are not already working out, usually struggle with taking the initiative to start.

This is the market that Planet Fitness wants to appeal to. They have a bold color palette and a user friendly environment. Their sarcastic television ads do great with the public, but their print ads lack the same personality and fun. Some of their ads work at counterproductive ends, such as their offer of a cupcake or pizza as a reward to sign up. As a gym, they should be promoting healthy choices instead of tempting guests with high-calorie foods.

4 | Planet Fitness Ad Campaign

Planet Fitness | 5

6 | Planet Fitness Ad Campaign

SOLUTION

TARGET AUDIENCE

MEDIA TONE

Average people should be utilized in the ads to endear Planet Fitness to their target audience. They need to evoke the message that being fit and active is a lifestyle change and does not need to be extreme.

People in their 20s to 40s who are looking to be active. It can range from those who have not worked out in several years to those who have a daily routine of exercise.

Print ad, direct response, in-store ad.

Friendly, happy, play on words.

Summary | 7

COMPETITION

Gold’s Gym is a widely recognized fitness facility serving more than 3 million members spanning across the world.

Gold’s Gym continues to provide the most cutting edge equipment while providing a variety of class programs including Zumba, yoga, group cycling, mixed martial arts, muscle endurance training, and Pilates. They offer a modern, energetic environment full of people and trainers who are committed to achieving their fitness goals.

10 | Planet Fitness Ad Campaign

Competition | 11

12 | Planet Fitness Ad Campaign

Gold’s Gym’s advertisements tend to speak to audiences who dedicate themselves to fitness. Their target audience are people who train professionally and want to look good. The price point is set for middle to high incomes.

Members here are at an intermediate to advanced level.

Their ads focus heavily on physical appearances. They use beautiful, sexy, fit looking people and large muscles to attract people to their fitness center.

Their ads are usually dark and gold with a lot of contrast.

The ads give off a feel of a very intense workout environment for people looking for extreme results.

Competition | 13

24 Hour Fitness is a popular fitness center in the U.S. with more than 400 centers hosting about 4 million members. The company attracts a wide variety of people. They provide a lot of locations that include personal training and group workouts sessions for people of all skill levels. They portray a message of having a solution for everyone to reach their fitness goals.

14 | Planet Fitness Ad Campaign

Competition | 15

16 | Planet Fitness Ad Campaign

Though not the cheapest, 24 hour fitness is a more affordable option for gym memberships. They target the middle class with their up-to-date equipment and amenities. They focus on people going to the gym to gain the level of fitness they want to achieve.

Their ads are red, white, and blue and show people having fun while working out. They promote fitness goals being met.

Planet Competition Fitness | 17

The YMCA is a widely known, international fitness center that focuses on more than working out. They work on strengthening communities through services, programs, events and scholarships. Not wanting to turn anyone away, they offer a lot of financial aid to those who cannot afford a membership. They don’t just want people to go to their gym, they want people to change their lifestyle to be more healthy while building a stronger community.

18 | Planet Fitness Ad Campaign

Competition| 19

20 | Planet Fitness Ad Campaign

The YMCA attracts an array of people with different financial situations. Their equipment and facilities are modern and attract high-income customers and their financial aid is very appealing to low-income visitors.

Their advertisements use bright colors which give a sense of energy and a child-friendly environment. They show families and everyday people having a good time.

Competition | 21

PROCESS

SKETCHES

24 | Planet Fitness Ad Campaign

Process | 25

SKETCHES

26 | Planet Fitness Ad Campaign

Process | 27

SKETCHES

28 | Planet Fitness Ad Campaign

Process | 29

MOOD BOARD

30 | Planet Fitness Ad Campaign

Process | 31

COMPS COUNTER TOP We want to congradulate you on your lifestyle change.

Go on, bring in those clothes that don’t fit anymore and celebrate with us.

We at Planet Fitness are here to provide a unique environment in which anyone – and we mean anyone – can be comfortable. A diverse, Judgement Free Zone® where a lasting, active lifestyle can be built. Our product is a tool, a means to an end; not a brand name or a mold-maker, but a tool that can be used by anyone. In the end, it’s all about you. As we evolve and educate ourselves, we will seek to perfect this safe, energetic environment, where everyone feels accepted and respected. We are not here to kiss your butt, only to kick it if that’s what you need. We need you, because face it, our planet wouldn’t be the same without you. You belong!

As the most innovative health club brand in the United States, Planet Fitness is known for a lot of things – our absurdly low prices, our Lunk™ Alarm, and most of all perhaps, for our Judgement Free Zone® philosophy, which means members can relax, get in shape, and have fun without being subjected to the hard-core, look-atme attitude that exists in too many gyms.

We don’t bother with all the extras like juice bars and childcare that drive up costs and can make a gym membership seem more like a car payment. Instead, we’ve boiled our business down to the things that you really want in a health club – clean, stylish, hassle-free facilities that are filled with tons of brand-name cardio and strength equipment, and a lot of happy people. If you’re looking for a comfortable, friendly place to exercise, and like a great deal, then you’ll love Planet Fitness.

Find out more at planetfitness.com

32 | Planet Fitness Ad Campaign

WINDOW CLINGS

& Gain

Unload

& Gain

Unload

Planet Fitness | 33

COMPS HANGING BANNERS Yeah, beat up those shoes

Go on, stretch out those pants

Donate your

Donate your

oversized

oversized

clothing and

clothing and

get 3 training

get 3 training

sessions free.

sessions free.

We want to

We want to

congradulate

congradulate

you on your

you on your

lifestyle

lifestyle

change. Go

change. Go

on, bring in those clothes that don’t fit anymore and celebrate with us.

34 | Planet Fitness Ad Campaign

on, bring in those clothes that don’t fit anymore and celebrate with us.

PRINT ADS

When your skinny Jeans become your hiking jeans You’v e Won

We at Planet Fitness are here to provide a unique environment in which anyone – and we mean anyone – can be comfortable. A diverse, Judgement Free Zone® where a lasting, active lifestyle can be built. Our product is a tool, a means to an end; not a brand name or a mold-maker, but a tool that can be used by anyone. In the end, it’s all about you. As we evolve and educate ourselves, we will seek to perfect this safe, energetic environment, where everyone feels accepted and respected.

We are not here to kiss your butt, only to kick it if that’s what you need. We need you, because face it, our planet wouldn’t be the same without you. You belong!

When your running shoes become your everyday shoes You’v e Won

We at Planet Fitness are here to provide a unique environment in which anyone – and we mean anyone – can be comfortable. A diverse, Judgement Free Zone® where a lasting, active lifestyle can be built. Our product is a tool, a means to an end; not a brand name or a mold-maker, but a tool that can be used by anyone. In the end, it’s all about you. As we evol ve and educate ourselves, we will seek to perfect this safe, energetic environment, where everyone feels accepted and respected. We are not here to kiss your butt, only to kick it if that’s what you need. We need you, because face it, our planet wouldn’t be the same without you. You belong!

Process | 35

COMPS GUERRILLA ADVERTISING Walkway that moves reverse of what the user might think. The idea is to walk “backwards” on the walkway then when getting to the end there will be a note saying “Congratulations, now that wasn’t so hard, was it?

Encouraging people who don’t often work out to come into this gym because working out starts with baby steps.

Exit

36 | Planet Fitness Ad Campaign

Enter

Reverse moving Walkway

Process | 37

STYLE TILE Color Pantone P 92-16 U C:64 M:100 Y:0 K:51

Color Pantone Yellow CVC C:38 M:94 Y:0 K:0

Texture Purple Planet Fitness Texture

Texture Purple Planet Fitness Gears

38 | Planet Fitness Ad Campaign

THIS IS A HEADER BEBAS 40 PT. This is a Subhead Helvetica Bold 14 pt.

This is the body copy Helvetica Regular 10 pt

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Process | 39

SOLUTION

OFFER Donate and get 3 re a training sessions y e For free Wh opl in p e g ing o in st b r t h e e? o cl onat d

We want to congradulate you on your lifestyle change. Go on, bring in those clothes that don’t fit anymore and celebrate with us.

We at Planet Fitness are here to provide a unique environment in which anyone – and we mean anyone – can be comfortable. A diverse, Judgement Free Zone® where a lasting, active lifestyle can be built. Our product is a tool, a means to an end; not a brand name or a mold-maker, but a tool that can be used by anyone. In the end, it’s all about you.

As we evolve and educate ourselves, we will seek to perfect this safe, energetic environment, where everyone feels accepted and respected. We are not here to kiss your butt, only to kick it if that’s what you need. We need you, because face it, our planet wouldn’t be the same without you. You belong!

As the most innovative health club brand in the United States, Planet Fitness is known for a lot of things – our absurdly low prices, our Lunk™ Alarm, and most of all perhaps, for our Judgement Free Zone® philosophy, which means members can relax, get in shape, and have fun without being subjected to the hard-core, look-atme attitude that exists in too many gyms.

We don’t bother with all the extras like juice bars and childcare that drive up costs and can make a gym membership seem more like a car payment. Instead, we’ve boiled our business down to the things that you really want in a health club – clean, stylish, hassle-free facilities that are filled with tons of brand-name cardio and strength equipment, and a lot of happy people. If you’re looking for a comfortable, friendly place to exercise, and like a great deal, then you’ll love Planet Fitness.

Find out more at planetfitness.com

®

42 | Planet Fitness Ad Campaign

Solution | 43

HANGING BANNERS Go on, stretch out those pants Donate your oversized clothing and get 3 training sessions free. We want to congradulate you on your lifestyle change. Go on, bring in

Yeah, beat up those shoes Donate your oversized clothing and get 3 training sessions free. We want to congradulate you on your lifestyle change. Go on, bring in those clothes that don’t fit anymore and celebrate with us.

those clothes that don’t fit anymore and celebrate with us.

®

®

44 | Planet Fitness Ad Campaign

Solution | 45

DIRECT RESPONSE Jeans getting too big? ®

Betty Rabinowitz 2323 Elliott Ave Seattle, WA 98121

We'll Help You With That.

Got a huge problem?

®

Donate your oversized clothing and get 3 training sessions free We want to congradulate you on your lifestyle change. Go on, bring in those clothes that don’t fit anymore and celebrate with us.

We don’t bother with all the extras like juice bars and childcare that drive up costs and can make a gym membership seem more like a car payment. Instead, we’ve boiled our business down to the things that you really want in a health club – clean, stylish, hasslefree facilities that are filled with tons of brand-name cardio and strength equipment, and a lot of happy people. If you’re looking for a comfortable, friendly place to exercise, and like a great deal, then you’ll love Planet Fitness.

Some restictions may apply. Offer one per person. Valid though 9/25/13. Must bring this code to use offer.

Code: X14J22LW

46 | Planet Fitness Ad Campaign

®

We at Planet Fitness are here to provide a unique environment in which anyone – and we mean anyone – can be comfortable. A diverse, Judgement Free Zone® where a lasting, active lifestyle can be built. Our product is a tool, a means to an end; not a brand name or a mold-maker, but a tool that can be used by anyone. In the end, it’s all about you. As we evolve and educate ourselves, we will seek to perfect this safe, energetic environment, where everyone feels accepted and respected. We are not here to kiss your butt, only to kick it if that’s what you need. We need you, because face it, our planet wouldn’t be the same without you. You belong! For more information, please check out planetfitness.com.

PlanetSolution Fitness | 47

PRINT AD We at Planet Fitness are here to provide a unique environment in which anyone – and we mean anyone – can be comfortable. A diverse, Judgement Free Zone® where a lasting, active lifestyle can be built. In the end, it’s all about you.

As we evolve and educate ourselves, we will seek to perfect this safe, energetic environment, where everyone feels accepted and respected.

We are not here to kiss your butt, only to kick it if that’s what you need. You belong! For more information, please check out planetfitness.com.

When your skinny Jeans become your hiking jeans You've Won

®

48 | Planet Fitness Ad Campaign

Solution | 49

PRINT AD When your running shoes become your everyday shoes You've Won

®

We at Planet Fitness are here to provide a unique environment in which anyone – and we mean anyone – can be comfortable. A diverse, Judgement Free Zone® where a lasting, active lifestyle can be built. In the end, it’s all about you.

As we evolve and educate ourselves, we will seek to perfect this safe, energetic environment, where everyone feels accepted and respected.

We are not here to kiss your butt, only to kick it if that’s what you need. You belong! For more information, please check out planetfitness.com.

50 | Planet Fitness Ad Campaign

Solution | 51

BUS AD www.planetfitness.com

RUNNING LATE? Then we’re the place for you.

Planet Fitness offers safe environments at late hours.

52 | Planet Fitness Ad Campaign

®

Solution | 53

BUS AD www.planetfitness.com

STUCK IN TRAFFIC? Then we’re the place for you.

®

54 | Planet Fitness Ad Campaign

Planet Fitness has plenty of equipment to go around.

Solution | 55

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58 | Planet Fitness Ad Campaign

JOJARVIS.COM