Viva Gym
Come be real
Brand Strategy
Overview
With South Africa fast approaching the end of lockdown, and just about all covid related restrictions lifted, South Africans were eagerly waiting for the opportunity to once again return to their ‘normal’ lives. However, not without extra caution.
Following several unsuccessful attempts of their own, Viva Gym reached out to us for assistance in speeding up the process of reintroducing South Africans to their gyms.
Problem
South Africans are eagerly waiting for the opportunity to once again step into a safe training environment. How do we get South Africans to feel comfortable within the ‘gym environment’ again?
Advantage
Viva Gym is about inclusion, not intimidation.
Insight
Gyms either feel too hardcore, too exclusive, or too much like a beauty contest. And most of them reinforce this.
For most people, whether they’ve actually been inside or not, the ‘gym environment’ is completely alienating and intimidating—too great a barrier to overcome, especially when committing to exercise isn’t easy in the first place.
Strategy
Get South Africans to see that Viva Gym is the place where we’re allowed to be who we really are, in all our glory. Imperfect and inglorious. Under-weight, overweight, what-ever weight.
The Strategic Proposition
Gym. It’s something we’ve put on a pedestal. The club reserved for a chosen few. For the ultra-fit, the ultra -motivated. The sleek, the ripped, the beautiful. Perfect hair, perfect body, perfect life.
But that’s bullshit.
Gym is where we go to be hot and flustered. To feel the burn and hate the burn. To sweat it out. To battle through. To barely make it. To jiggle and wobble and leave elegance at the door.
Let gym be the place where we’re allowed to be vulnerable. Let gym be the place where we're accepted.
Let's be real.
The Creative
The idea here was to break the stigmas around gym life. You, in fact, don’t have to hunt for the treadmill at the back. Or choose the class where no one will see you.
By showcasing the most delicate instances during training, we transformed moments of setback into happiness, times of seclusion into camaraderie, and instances of perspiration into beauty.
VIVA Gym is where you drop the pretences. It’s a safe environment where you no longer need to neglect your health and fitness journey to avoid being in a gym that makes you feel inadequate and underrepresented.
COME BE REAL
The Results
8.5million
People Reached
12x
More Social Engagement
211%
Increase In Membership Signups