Sport Club Fitness Academy Print FIT BUNS by Mex


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Industry Sports and Health Clubs, Gyms
Media Print, Magazine & Newspaper
Market Ukraine
Agency Mex
Creative Director Yegor Kharkoff, Ivan Tsupka
Art Director Andrey Dashkevich
Released March 2012

Credits & Description

Category: Best Use of Shopper Marketing in a Promotional Campaign
Agency: MEX
Creative Director: Yegor Kharkoff
General Manager: Tatiana Popova (Mex Advertising Agency)
Creative Director: Ivan Tsupka (Mex Advertising Agency)
Art Director: Andrey Dashkevich
Senior Designer: Julia Bahtina (Mex Advertising Agency)
Aсcount Manager: Artem Karan (Mex Advertising Agency)
New Business Manager: Anastasia Vasilikhina (Mex Advertising Agency)
Media placement: Branded Fitness Buns - Supermarket And Convenience Stores - March 1, 2012

Describe the objective of the promotion.
Affordable local fitness centre is looking for clients.

Describe how the promotion developed from concept to implementation.
What could be the media that will let us reach ALL people in the neighbourhood?

It's bread. All people buy bread. We worked in co-operation with the bakery that supplies bread to local stores. Together we created FIT BUNS — a branded healthy bun with a coupon for a free visit to the fitness centre inside the box.

Explain why the method of promotion was most relevant to the product or service.
High protein bread is exactly the right product for potential fitness clientele.

Describe the success of the promotion with both client and consumer including some quantifiable results.
2,996 packs of buns sold the first month.
658 people came for a trial session, 217 purchased membership cards.
That increased the number of fitness centre clients by 25%.
FIT BUNS sales generated 115% return on investments.