Federation Of Fitness And Aerobics Of Russia: START NOW!

Credits & Description:

Advertiser: RUSSIAN FITNESS-AEROBICS FEDERATION
Agency: BALL PARK, E:MG
Category: Best Use of Integrated Media
Executive Creative Director: Tatiana Tarmogina (E:MG)
Project Manager: Vladimir Vetrov (E:MG)
Chief Creative Officer: Anton Melnikov (E:MG)
Head Of Department Of Projects Implementation: Maria Semenova (E:MG)
Art Director: Maxim Kolyshev (E:MG)
Creative Director: Maxim Kolyshev (E:MG)

Strategy
What stops people from doing fitness?Is it lack of time, money, fashionable uniform or a fitness-centre nearby?People are making up a lot of excuses but in most cases there is only one reason and it’s called laziness. The objective of the integrated campaign was to popularize of fitness among a wide range of people.

Effectiveness
We raised awareness about the possibility of doing fitness anytime and anywhere, and created a word-of-mouth effect making people pass the message on.

Execution
The TV videos communicated in a very comic manner that fitness is possible to do even at work. In fitting rooms of large clothes stores we fixed mirrors that enlarge reflection. As a result people seemed to look much larger than they are. The message on the mirrors made people think about their physical appearance. We made a campaign - a flashmob that took place in a large mall and where tens of people participated. People were running against direction of the travolators and escalators as if on a step mill. At the end of the campaign the mall’s visitors saw a huge flag with the Russian fitness-aerobics federation logo. The slogan of the campaign called people to do fitness without postponing it for later.