It took a very special campaign for Goodlife to return to TV. Goodlife’s “Fitfluencer” campaign is being activated through several channels, including video, and is handled by Carat.

“The goal was to increase brand love for Goodlife and to see the company get back to a more consistent media space. It’s the first time they’ve been on TV in five years so we wanted to make a big splash,” says Tracey Cronin, account director at Carat Canada.

The TV ads are in 30- and 60-second formats and featured bright colors and big personalities. The agency aims to reach different demographics within the fitness category. 

“We addressed three target audiences: “the go-getter gains,” those who are really passionate about working out; “the young and thriving,” those who are just starting to work out; and the “healthy and wealthy,” an older generation that still wants to be fit,” says Daniel Steele, digital director at Dentsu Canada.

Overall, the campaign targets an audience of 35 plus with a slight skew toward women. The agency takes a 360-approach toward media planning, including linear and connected TV, video, OOH, digital display, audio, social and search.

OOH is running mostly in Ontario, but also in Calgary, Edmonton, Vancouver and Halifax. “We really went after digital boards to truly showcase the campaign’s bold creative and its accompanying visuals,” says Cronin. The ads were placed within two kilometers of proximity to Goodlife clubs targeting would-be clients.

The campaign also includes an audio component targeting people who are engaged in fitness activities, says Steele. “We wanted to showcase the value proposition of Goodlife to people while they were being active,” he explains. For this, they are using programmatic audio on Spotify and relevant podcasts

Gut worked on the creative.