Campaign details
Brand: California Fitness & Yoga CentreLead agency: RED2 DigitalRegion: APAC
Objectives
California Fitness & Yoga Centres (CYFC) are the market leaders in health and fitness. In Vietnam, they've quickly built a dedicated community of fitness enthusiasts but face numerous challenges in their marketplace. The big one is perception. Here, fitness is often seen as a niche rather than mainstream pursuit. We wanted to inspire the next generation of gym-goers to get involved and take up a membership with us. The problem was bigger than mere brand awareness, though.
Target audience
We needed to...