Anytime Fitness

‘Next Stop, Anytime Fitness’
Outdoor Advertising Campaign

Creative Development
Content Production
Graphic Design
Media Buying

Brief

Anytime Fitness approached Redstar Media to develop an outdoor advertising campaign to complement business’s radio activity. The goal of the campaign was to communicate Anytime Fitness’s key message of convenience, strengthen brand awareness and increase membership enquiries.

Approach

It’s one thing to want to train, it’s another to be able to fit a gym session into a busy schedule. To highlight the idea of ‘convenience’, we produced a suite of ads to help health conscious commuters understand that with 48 clubs in SA, there’s always an Anytime Fitness nearby. To communicate this message to commuters, we focused on the photographic component of this project. With the help of Josh Geelen, we scoped out a suitable bus and created a studio-like shoot at the Torrens Transit Mile End Depot. We produced images with the creative concept of a ‘backless bus’, featuring athletic models aged within the client’s target demographic to communicate the idea of training anywhere, anytime. The copy overlay, ‘Next Stop, Anytime Fitness’ helps to reinforce the message of convenience.

Outcome

“We love the creative concept Redstar Media pitched in response to our brief. The bus back artwork looks fantastic and is perfectly on-brand for Anytime Fitness. The shoot came together with ease and the process was managed seamlessly, from organising talent and location, all the way to the final product. The result speaks for itself. The campaign is eye-catching and communicates our key message of convenience at Anytime Fitness. We’ve also had plenty of positive feedback from our franchise owners and members.”

— Leigh Kentwell, Anytime Fitness Club Owner and Local Area Marketing Manager.