Fact 1: Gympass needed to own new years eve. Fact 2: 80% of people abandon their resolutions on January 19th. Fact 3: This campaign rocked.
For wellness brands, New Year's Eve is a very important date. Most people signup when a new year is on the way. How could we make Gympass stand out in such a crowded advertising season?
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Small is achievable, and achievable is HUGE. What’s true in life was also true in advertising. We rolled out a digital campaign made from small ads and we had a huge impact. Signups went up and Gympass set itself as the king of New Year’s eve.