fitness

EoS Fitness Turns Willpower Into Sweet, Squishy Mascot

 

 

In a category filled with perfect abs, flailing ropes and Olympic squats, EoS is trying a different approach: a campaign starring a cute little mascot named Will Power.

The new approach is “as much a brand revolution as it is a new campaign,” says Shilpi Sullivan, CMO of the Dallas-based chain. The concept followed in-depth research the company started two years ago to better understand members.

The main insight? “Our audience sees themselves as achievers who set out to accomplish goals and continue trying. They persevere. And they’re always striving for progress, not perfection.”

This new campaign is a way to communicate those values in a “fun, witty way.”

Created by agency Riester, the new work follows Will. He is small and round on purpose because gym members come in all shapes and sizes, reflecting the inclusivity that is a core value for the brand.

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And when facing some setbacks, the little guy conveys that failing is fine if you keep trying.

EoS, with more than 100 clubs, is located mostly in California and Texas but is expanding, adding about 25 clubs -- all company-owned -- each year. Basic memberships start at $9.99 a month, putting the gym most closely in competition with Planet Fitness. But in terms of amenities, EoS is more like Crunch, including group classes and outdoor fitness.

The gym is hoping that while January is inevitably the month people get fired up about a new membership, Will will be the cheerleader people need to stick with their new routines throughout the year.

Sullivan tells Marketing Daily the company tested the campaign with gym members, members of competitive gyms, and non-gym members. “My fear was that the soul of the campaign wouldn't fully resonate, that people might not get it,” she said.  But "the response to the work is resonating across the board.”

That includes company employees, “who say this campaign makes them feel so connected to the brand. That means so much – Will has been such a home run with our teams.”

One challenge is that an animated approach doesn’t address consumers' core curiosity about what a gym offers. “People want to know what a gym is like inside and what it feels like,” she said. “That’s why we created this full-funnel approach with Will, creating an emotional connection on top, and then, as we come lower through the funnel, taking viewers into the gym environment.”

Ads are running in digital and social, as well as in print.

Sullivan says that while the company is closely watching how well new ads boost membership, she’s focusing most on customer acquisition costs. “In the fitness industry, that ranges between $20 to $37 a customer, so we use that as our measurement. If we continue to have a lower customer acquisition cost, that will show me the success of this campaign.”

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