Grandma's config glass is stuck
Fitness center Arena225 is not supposed to position itself as an exclusive fitness club with the gloating or exaggeration that is customary in the industry. Euro RSCG does it with subtle chivalry.
Fitness center Arena225 is not supposed to position itself as an exclusive fitness club with the usual gloating or exaggeration. Euro RSCG does it with subtle chivalry: almost one in twelve Swiss people has a fitness subscription. If you add those who lift weights on an irregular basis, the figure doubles. Only in the USA, the home of work-outs, is the fitness community relatively larger, and while the local fitness industry initially owed its boom to health insurance companies, which paid generous contributions towards subscriptions, the 700 registered centers have now seen their popularity level off again. This is again due to the health insurance companies, which have noticeably tightened their catalog of services. In order to secure market share, differentiating campaigns are the sine qua non of every club.
Frank Bodin, CEO of Euro RSCG, knows this too. "Many agencies have long made a sport out of hatching big ideas for small sports stores or snowboard schools." Together with CD Jürg Aemmer and his team, he developed a completely surprising presentation for the Zurich fitness and dance club Arena225, whose target audience is progressive according to Bodin.
Building on the guiding principle that only those who are fit can push someone in a wheelchair over a ramp or open their grandma's jam jar, the creatives left the beaten advertising track and developed unusual motifs: people who are fit enough to help others. "Not just advertising for another fitness center," says Aemmer, "but also an appeal for more humanity."
Euro-RSCG gentlemen go to the Arena 225 fitness club.
Frank Bodin, CEO of Euro RSCG, knows this too. "Many agencies have long made a sport out of hatching big ideas for small sports stores or snowboard schools." Together with CD Jürg Aemmer and his team, he developed a completely surprising presentation for the Zurich fitness and dance club Arena225, whose target audience is progressive according to Bodin.
Building on the guiding principle that only those who are fit can push someone in a wheelchair over a ramp or open their grandma's jam jar, the creatives left the beaten advertising track and developed unusual motifs: people who are fit enough to help others. "Not just advertising for another fitness center," says Aemmer, "but also an appeal for more humanity."
Euro-RSCG gentlemen go to the Arena 225 fitness club.
Luca Aloisi
