Primetime Fitness Design & Branding DON'T GET FAT, BOY. by Leo Burnett Frankfurt

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Industry Sports and Health Clubs, Gyms
Media Design & Branding
Market Germany
Agency Leo Burnett Frankfurt
Creative Director Joerg Hoffmann, Hans-Juergen Kaemmerer
Art Director Helge Kniess
Copywriter Benjamin Merkel
Producer Fred Schikora, Netti Weber
Account Supervisor Carolin Boettcher
Released January 2012

Credits & Description

Category: Promotional Item Design
Product/Service: GYM
Chief Creative Officer: Andreas Pauli (Leo Burnett Frankfurt)
Creative Director: Hans-Juergen Kaemmerer (Leo Burnett Frankfurt)
Creative Director: Joerg Hoffmann (Leo Burnett Frankfurt)
Copywriter: Benjamin Merkel (Leo Burnett Frankfurt)
Art Director: Helge Kniess (Leo Burnett Frankfurt)
Account Supervisor: Carolin Boettcher (Leo Burnett Frankfurt)
Producer: Netti Weber (Leo Burnett Frankfurt)
Producer: Fred Schikora (Leo Burnett Frankfurt)
Project Manager: Bernd Mau (Leo Burnett Frankfurt)
Managing Director: Henrik Gockel (Primetime Fitness)
Media placement: Bean Bags - Shopping Malls And Public Spaces - 05.01.2012

Describe the brief from the client
Primetime Fitness opens its studios where others work: in office districts. This gives busy business people the opportunity to get some exercise and stay in shape during their lunch break or after work. A flexible and easy-to-implement concept was to be developed to attract new customers. But how do you persuade a confirmed couch potato, who sits in an office all day, enjoys fatty food for lunch and just keeps putting on weight, to start exercising? Our campaign has the answer.

Describe the challenges and key objectives
Our brief was to generate as much attention as possible on a low budget and target business people in the workplace. In order to demonstrate the consequences of doing nothing in a drastic but humorous way, we used an object that stands for comfort more than any other: the famous beanbag from the Fatboy company. However, our ‘Fatboys’ did not just share the name; they also lived up to it. We placed our meaty ambassadors at relevant touch points – such as in foyers of pertinent office blocks, in cafés and in restaurants.

Describe how you arrived at the final design
The flexible form of the world famous beanbags, which resemble a paunch, and the fact that these seats are a synonym for comfort, inspired us to create real ‘Fatboys’ for Primetime Fitness. We printed covers with a photo of a massive paunch and sewed them together to form beanbags. The fleshy mass changed as soon as different people sat on it, making the object even more exciting and eye-catching.

Give some indication of how successful the outcome was in the market
The promotion garnered a large amount of attention in the local media. In addition, it produced a 20% increase in new enrolments and in many cases; this helped them to markedly trim down their waist size.