MCFIT VS. BAYERN MUNICH by Heimat for MCFIT

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MCFIT VS. BAYERN MUNICH

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Industry Sports and Health Clubs, Gyms
Media Direct marketing
Market Germany
Agency Heimat
Released May 2009

Credits & Description

Category: Direct Response Broadcast: TV, Radio & Infomercials
Advertiser: MCFIT
Product/Service: FITNESS STUDIO CHAIN
Agency: HEIMAT
Date of First Appearance: May 11 2009 12:00AM
Entrant Company: HEIMAT, Berlin, GERMANY
Entry URL: http://www.mcfit-allstars.de/
: (McFit)
: (Heimat, Berlin)
Media placement: Web - Online - 11.5.2009
Media placement: Ads / Posters - McFit Magazine/ Instore McFit - 11.5.2009
Media placement: TVCs - Instore Media Channels - 11.5.2009
Media placement: TV Format/ (Casting Show) - SAT1 - 27.06.2009
Media placement: Live Event - Schalke 04 Stadium - 25.07.2009
Media placement: Live Broadcast - SAT1 - 25.07.2009

Describe the brief/objective of the direct campaign.
The brand McFit is an expanding european fitness studio chain, No. 1 in Germany with 810.000 members. For a low monthly fee of €16,90 you get high quality gym equipment but no knickknacks like sun beds, wellness areas or saunas.That's why the target group consists of only true athletes. The objective was to take McFit from an accepted low-cost fitnessbrand to a generally respected fitness brand. McFit had to become part of true athletes' everyday life. The strategy of the campaign was to find a clever way to enter the mainstream market as a true and dedicated fitness brand.

Explain why the creative execution was relevant to the product or service.
The creative execution connected social responsibilty (a core value of the brand McFit) to sports and entertainment. The idea of turning a bid of €1.000.000 for a friendly match into a national event showcased McFit as true sports brand of everday life. And by doing so added cleverness and entertainment to the brand.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
The creative solution started with a charity event. With an initially ludicrous seeming bid of 1 million euros for a football match Bayern Munich. This friendly match was turned into a Champions League final. Starting with recruiting the first players and a talent show on partner station SAT 1. A massive number of stars fought for a spot on the team in front of a panel of professionals during prime-time. The ratings for the shows achieved an unexpectedly high number of viewers, with around 2 million people tuning in. The high point, of course, was the event itself.

Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
The ratings for the four talent shows on partner station SAT1 achieved an unexpectedly high number of 2 million viewers. The match itself was attended by more than 50,000 paying spectators in Schalke 04's stadium in Gelsenkirchen. With 3.56 million viewers, the live broadcast achieved about 35.2 percent of the market share within the advertising-relevant target group. A benchmark figure that hadn't been seen on the private network SAT 1 since 2005. The targeted PR achieved about 320 million contacts. The implemented budget generated an equivalent value 4-times greater, nearly 6 million euros. New Memberships reached over 8% during the campaign.