Our brief was to develop an advertising campaign to target Deakin University staff, to encourage them to join as YMCA members.

Deakin University staff are mostly academics, not confident in their exercise ability, fitness capacity etc. Having a less crowded gym environment will provide the opportunity they need to give it a go. Our strategy was to target staff whilst students are on summer holidays, giving the staff comfortable opportunity to experience the YMCA facilities in a staff-only setting, to break the perception that the YMCA is regarded as “a student thing”. The campaign was aimed to make staff feel at ease and welcome within the exercise environment, and more confident to try out the facilities whilst students are away.

 

We built a light hearted, tongue in cheek campaign portraying unsuspecting Deakin University staff as frequent gym visitors that have achieved outstanding results.