Balance City Health Club members recently stripped off to promote a new membership offering.
CEO of The Wests Group, Philip Gardner, said that with only some modesty elements, the naked participants were bodypainted for the cause in a demonstration of Balance Health Club’s can-do attitude, transparency and genuineness.
He said the Balance campaign strategy required the creation of unique and entertaining content that could be seeded into the local market in innovative ways.
“Balance executed a guerrilla marketing stunt with body-painted models taking to the streets of Newcastle to spread the word about Balance City’s new ‘Bare Basic’ membership with the stripped back price of just $250 per year,” Philip said.
“The main objectives for the stunt was to bring the creative concept ‘Bare Basics’ to life, create talkability around the campaign and ultimately convert our audience into purchasing a 12 month Balance City membership.”
Models handed out flyers with more information about the offer. Parts of the stunt were filmed to cut together a 30 second video that will be shown on YouTube as a pre-roll and also on Balance City’s social media.
“The 30 second video included the public’s reactions and interaction with the body-painted models in their gym clothes, they even joined a unsuspecting group fitness class at Balance City.”
“The local seeding strategy included placing targeted advertising on YouTube, Facebook and Google, and taking the message to the streets with bus side and mobile vespa transit signage.”
The ‘Bare Basics’ membership includes full gym access 7am – 6pm weekends and 6pm – 10pm weekdays.