Nautilus Plus
Context
With nearly 40 branches, Nautilus Plus is the most professional network of fitness and nutrition centres in Quebec. Despite its strong market positioning in recent decades, the arrival of low-cost fitness centres was having a significant impact on new member recruitment.
To differentiate the brand in this highly competitive environment, we opted for a comparison strategy that illustrates how Nautilus Plus is “More than a gym.” The TV campaign focused mainly on the services of its kinesiologists and nutritionists and presented an emotional slice of life well beyond the sweat and dumbbells!
On the web, we covered the tangible benefits of training at Nautilus Plus in videos, HTML5 banners, GIFs and images. Overall, 300 new content items were created and customized according to the platform and the user’s exposure to the brand (prospecting or remarketing).
Services provided
- Qualitative research (internal and external interviews)
- Communication strategy
- Ad creation and production
- Video
- Graphic standards guide
« In addition to designing Nautilus Plus' advertising campaign – which aims to boost the number of new members signing up for its training and nutrition services – we were also mandated to design the brand’s new Vivre Plus Solution campaign. For this campaign, which will roll out in digital environments in the fall and on television in January, our strategy was to appeal to emotion. The campaign features a gym client in the process of regaining his youth, portrayed by a younger shadow of himself that follows him throughout the day. »Benoît Beauchemin, Partner at Macadam
