DIRECTIVE:
The creative brief called for a 6×11 mailer, advertising their 3-day free training promotion. The company wanted it to be exciting and add some urgency.
The target audience specified was males and females between 22 and 38 that were very fitness conscious, looking to challenge themselves and needed flexibility in terms of hours to fit their busy lifestyles.
CONCEPT:
Side one is designed to look like a backstage pass, encouraging readers to keep the pass and bring it into the gym to redeem the promotion. This was done intentionally to help the gym keep track of how effective the campaign was
Side two is designed to highlight the benefits of having a membership at their gym:
- quick workouts
- effective results
- small gym with a high level of attention for the member
I chose to embrace the mindset of fitness junkies that are seeking stronger, leaner bodies that they can show off. I decided to use a bold headline to ensure that the mailer would stand out amongst other direct mailing campaigns that recipients would find in their mailbox.
