Dynamic Health is a small private gym offering personal one-on-one training. Their target market is overweight males and females wanting to lose weight. The goal was to build awareness amongst the local target market (positioning the gym as friendly and approachable) and recruit new clients for the New Year.

Membership increased to full capacity in the New Year. The low cost of the campaign (the only real costs being the mirrors) ensures that Dynamic Health can afford to recruit tactically, and very cost effectively, with little wastage, offering something very different from their bigger budgeted mass competitors.

“Skinny Mirror” interactive displays manned by the gym’s personal trainers were set up in busy shopping centres before Christmas. People were delighted to see slimmer images of themselves in the mirrors. Each individual image was photographed and attached to a take home refrigerator “photo frame” with a message from the gym exhorting them to “relax, eat, drink and be merry” and contact the gym in the New Year to achieve the image in the photo.

We deliberately chose pre Christmas not New Year, so there was no competitive gym advertising clutter. However, the message was specifically designed to live on and be taken home and kept in a top of mind place (refrigerator) in readiness for the New Years weight loss resolutions when clients would be looking for options. The initial personal and approachable contact outside home was constantly reinforced in the home with the aspirational and personalised keepsake image.

Many overweight people feel intimidated by large impersonal gyms – we needed to position ourselves as intimate, approachable, personal and friendly. Weight loss involves commitment and many people struggle to believe it’s achievable. Seeing is believing! We conceptualised a powerful and personalised visualisation tool, using “skinny mirrors” to actively demonstrate the amazing end results possible. We used this unusual medium to capture the attention of the target market, and provided a powerful and long lasting, tailor-made commercial featuring themselves personally. This was of personal value to them so it would be taken home and be an ongoing positive reminder to consider Dynamic Health.