Cannes Lions

HATE WORKOUT

ÅKESTAM HOLST, Stockholm / FRISKIES / 2015

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Case Film
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Case Film
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Overview

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Credits

Overview

Description

Together with sport psychologists and fitness experts Friskis & Svettis created a completely new gym membership. The membership is a digital training program that helps you get across the point when you actually start to enjoy exercising. The membership guided you through different exercises created to slowly get your mind and body to enjoy training.

Execution

To launch this membership to the right people we created a very direct ad. Blocket, which is Sweden’s Craigslist, houses thousands of people who have given up training and now are selling their ”unused, almost brand new and very fresh” training equipment. We handpicked the 300 most dejected ads on our site and invited the advertisers to shut down their ads to give exercising and their unused equipment one last chance. If they were up for the challenge, they got to try the new membership before anyone else and receive free entry to the nearest gym.

Outcome

After two weeks, all ads except 22 were closed down. And today Friskis has 278 new members who are giving their ”almost new” training equipment one more go.

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