PureGym - Way More Than You Pay For

Background

• As an already established brand, PureGym wanted to cement their reputation as a low-cost, high quality and flexible gym and solidify its position as the top choice for budget-conscious fitness enthusiasts. The launch of their new creative, ‘Way More Than You Pay For’ focused on the value and benefits each member gets, particularly during times of increased living costs.

• Puregym aimed at expanding reach to potential customers, driving awareness, consideration to sign up and strengthen perceptions surrounding value for money and overall quality.

Plan

• Knowing how cinema is beneficial in providing incremental reach to a more engaged audience, on top of an existing AV plan Pure Gym bought into film packs across December 2023 – February 2024 that would index strongly towards their target audience of 18-34s, giving them access to Wonka, Aquaman & The Lost Kingdom, Next Goal Wins and Night Swim.

• PureGym ran cinema nationally as part of a wider campaign using the same 30” copy & a 10” version across TV, BVOD, Radio & Digital Audio.

Results

Exposure to the ad in the cinema was found to significantly increase PureGym’s target audiences core brand metrics and despite PureGym already being quite a well-established brand, this cinema campaign was successful in helping to significantly boost lower funnel metrics including overall conversion & consideration to join a PureGym.

Brand Awareness

9 in 10 respondents had heard of PureGym when prompted, with directionally more test cinemagoers being aware than control.

Consideration & Action

Exposure to the ad in cinema delivered a 19% uplift in ‘very likely’ to consider joining a PureGym & 29% uplift in intending to visit a branch.

Associations

Exposure to the ad in the cinema drove a +10% uplift in association with being ‘good value for money’.

Perceptions

Perceptions significantly improved, with the highest uplifts seen for ‘PureGym is for people like me’ (+46% uplift) and ‘is a brand I trust’ (+28% uplift).