"Take it sporty": Stuiq launches campaign for Activ Fitness
The Zurich-based creative agency Stuiq has developed a national campaign for Activ Fitness that deliberately takes a different approach than what the fitness industry is used to. Instead of perfect bodies and six-packs, the campaign focuses on humor and everyday situations—with the central message: Take it in stride.
With 128 studios throughout Switzerland, Activ Fitness is the industry leader in the fitness market. The company wants to make a statement with its new campaign. Instead of relying on classic fitness images with well-toned bodies and six-packs, perfect poses and flawless faces, Stuiq is working with Activ Fitness to develop an honest, approachable and self-deprecating approach. A strategy that focuses primarily on humor.
Be fit because exercise is good for you
At the heart of the campaign is a simple but often suppressed insight: looking good is beautiful. But it is more important to feel good. Being fit because exercise is good for you. Because it's fun. And because it makes everyday life a little easier. The campaign is aimed at everyone - regardless of age, fitness level or sporting ambition. It takes the pressure off, breaks down barriers and focuses on motivation instead.
The subjects show everyday situations that many people know only too well: Stairs that suddenly get longer. Pickle jars that are not so easy to open. Moments when you smile and realize that a little more power would do you good. This is exactly where the campaign comes in. Without pointing fingers, without lecturing. It is much more important to simply start exercising. And to be proud of what you achieve. Step by step.
A brand that understands what makes people tick
Activ Fitness is thus positioning itself as a brand that understands what really makes people tick. And underlines its claim to rethink fitness. Silvia Talabér, Head of Marketing & Communications at Activ Fitness, is correspondingly enthusiastic about the result: "This campaign hits the nerve of our brand. It picks people up where they really are - in the middle of life. Fitness training should help people to cope better with the challenges of everyday life. Exercise should be fun and feel good. That is Activ Fitness."
The campaign has been running throughout Switzerland since the beginning of January and will be successively expanded this year so that the fundamental attitude can be felt at all touchpoints. Especially in direct contact with all customers and with selected activation ideas to offer them exceptional experiences time and time again. Stuiq won the pitch last summer and started implementation immediately.
Responsible at Activ Fitness: Deniz Yurtdas (CCO), Silvia Talabér (Head of Marketing & Communications), Anaïs Frisano (Marketing & Communication Manager). Agency & film production: Stuiq. Photography: Simon Opladen.
