GoodLife Fitness has stepped away from its “new year, new you” positioning with a new marketing campaign, “There’s Always a Reason.” Rather than giving Canadians reasons to go to the gym, such as working on their abs, the new GoodLife advertising focuses on real-life practical examples, such as gaining the strength to be able to carry all the grocery bags from the car in one trip, as well as the mental health benefits of exercise. The campaign will run for several months.
The strategy was designed to embrace all the reasons people go to the gym. Tammy Brazier, VP marketing, partnerships and external relations for GoodLife, says, “The campaign allows us to build brand love and equity in the competitive landscape to drive new member acquisition in January and beyond. We will expand through authentic member storytelling that will resonate with consumers and drive more awareness of why GoodLife is the gym of choice.”
GoodLife’s media agency RoR Partners of Nevada based the audience targeting and media channel selection on primary and third-party consumer data. It targeted GoodLife’s most common Prizm segments (which classifies Canada’s neighbourhoods into 67 unique lifestyle types using geographic, demographic and psychographic data) surrounding fitness clubs and neighbouring competitors.
The campaign includes 30-, 15- and 6-second video and static ads on search, connected TV, Meta platforms, Snapchat, TikTok, and theScore. Brazier points to the OOH/DOOH ads as “brand love executions [that] are strategically placed at specific distances surrounding club locations with innovative contextual messaging connecting to key market placements that reach audiences at high-traffic retail locations, transit, airports, dog parks, nightlife, and sporting events.”
Strategic OOH placements include contextual boards in each market and kettle bell weights placed outside grocery stores to remind people they could carry more bags if they were stronger. In addition, GoodLife will be conducting on-the-street interviews to find out the reasons people go to the gym. The videos will be shown on GoodLife’s Instagram Reels and TikTok along with member posts, answers to common fitness questions and more examples of people’s personal motivations.
