THE CALORIE RECEIPTS by Jung Von Matt/Spree Berlin for Fitness First

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THE CALORIE RECEIPTS

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Industry Sports and Health Clubs, Gyms
Media Promo & PR, Case study
Market Germany
Agency Jung Von Matt/Spree Berlin
Art Director Mareike Geisker
Copywriter Arndt Poguntke
Released January 2010

Credits & Description

Category: Best Use of Ambient Media: Small Scale
Advertiser: FITNESS FIRST GERMANY
Product/Service: GYMS
Agency: JUNG von MATT
Date of First Appearance: Jan 7 2010 12:00AM
Entrant Company: JUNG von MATT, Hamburg, GERMANY
Executive Creative Directors: Mathias Stiller/Wolfgang Schneider (Jung Von Matt)
Creative Directors: Arndt Poguntke/Florian Kitzing (Jung Von Matt)
Art Director: Mareike Geisker (Jung Von Matt)
Copywriter: Arndt Poguntke (Jung Von Matt)
Account Supervisors: Barbara Widder/Alexandra Coenen (Jung Von Matt)
Media placement: Promotion - Restaurants - 07 January 2010

Results and Effectiveness
Within the first month more than 300 people traded their vocher for a free training session. And more than 30% of them became members of Fitness First.

Creative Execution
Our idea: People go to the gym to burn superfluous calories. So we targeted them where they consume these calories: in restaurants. We cooperated with restaurants in the immediate vicinity of "Fitness First" gyms and reprogrammed their cash registers. Now the guests could not only find the prices on the receipt, but also all calories consumed in every dish and how many hours of workout in the gym would be necessary to lose them again. The receipt served as a voucher for a free training session in one of the 19 branches of Fitness First in Berlin.

Insights, Strategy & the Idea
The objective was to win many new members for the "Fitness First" gyms in Berlin and to attract lots of attention with a very low budget.