MCFIT Film Mcfit: McFit vs. FC Bayern Munich by Heimat Berlin

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Mcfit: McFit vs. FC Bayern Munich

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Industry Sports and Health Clubs, Gyms, Public awareness
Media Film
Market Germany
Agency Heimat Berlin
Released June 2010


Eurobest 2009
Media Best Use of Special Events & Stunt/Live Advertising Gold
Media Use of Mixed Media Bronze

Credits & Description

With over 100 locations and 800,000 members, McFit is one of the top 5 fitness studio chains in the world. However, McFit aimed at increasing the number of members in Germany and Austria.
As part of the highly-regarded charity telethon "Ein Herz für Kinder" (A Heart for Children) at the end of 2008, McFit made a bid on a soccer match: A match versus FC Bayern Munich – Germany’s most successful soccer club.
McFit created the fictional character "Kalli Kasuhlke", played by the popular German comedian Oliver Pocher. This comic creation generated the anticipated interest: with support from SAT.1, Germany's second largest private station – which is also broadcast in Austria – and Adidas, McFit turned the match into a cross-media event with a Champions League feel.
The promotion started with a recruiting phase – a search for players to represent the McFit Allstars team. The phase generated attention with a promotional website as well as a trailer on the McFit channel broadcast in the fitness studios. The initial success: 2,500 participants sent in their own video applications. The McFit YouTube channel became the most viewed channel in Germany and the popular press also spontaneously started reporting on the campaign. Media interest grew.
The second phase of recruiting was done in the form of a specially created elimination show on German/Austrian SAT.1. A massive number of stars and amateur soccer players fought for a spot on the team in front of a panel of professionals during peak viewing hours on Saturday night. The ratings for the four shows achieved an unexpectedly high number of viewers, with around 2 million people tuning in per episode.
The high point of the promotion was the event itself – the soccer match, which was held on July 25, 2009, attended by more than 50,000 paying spectators in Schalke 04's stadium in Gelsenkirchen and watched by 3,56 million viewers.
In the end, the growth in membership during the promotion was nearly double the average rate of growth for all competitors in the market. McFit recorded a 23.1% increase in membership for 2009 and the numbers continue to increase, meaning that McFit will be the top fitness studio chain in Germany/Austria in revenue for the first time ever in 2009.
Title "McFit vs. FC Bayern Munich (Film)"
Agency HEIMAT Berlin
City Berlin
Advertiser McFit
Brand Name Mcfit
Product Name Fitness Studio Chain
Category Small Budget
Market Austria, Germany
Country of Production Germany
Type Case Study
Awards Eurobest, 2009 (Gold) for Best Use of Special Events & Stunt/Live Advertising
Eurobest, 2009 (Bronze) for Use of Mixed Media
EURO EFFIES, 2010 (Silver) for Small Budget