More than a gym
Client: Nautilus Plus
Advertising
B2C
With nearly 40 branches, Nautilus Plus is the most professional network of fitness and nutrition centres in Quebec. Despite its strong market positioning in recent decades, the arrival of low-cost fitness centres was having a significant impact on new member recruitment.
An advertising strategy that goes against the grain
To differentiate the brand in this highly competitive environment, we opted for a comparison strategy that illustrates how Nautilus Plus is “More than a gym.” The TV campaign focused mainly on the services of its kinesiologists and nutritionists and presented an emotional slice of life well beyond the sweat and dumbbells!
In addition to the Nautilus Plus advertising campaign aimed at increasing new member sign-ups for its training and nutrition services, we were commissioned to design the campaign for the brand-new Solution Vivre Plus. For this campaign, which will be rolled out primarily in digital environments and on television, the strategy focused on appealing to emotion. It features a gym client who is rediscovering their youth, symbolized by a younger shadow of themselves following them throughout their daily life.
