The BEST way to get fit. Krzysztof Ibisz invites everyone to Zdrofit, Fabryka Formy, Fit Fabric, Fitness Academy, My Fitness Place and Step One fitness clubs

27 listopada 2023

“I’m telling you, man! I went to a Zdrofit fitness club. Everything is the BEST there” – a fired up girl reports on a visit to a club in a radio spot. “Come on! I’m not that old! Some people can only dream of being as young at heart and fit as me. Check out the BEST clubs” – answers Krzysztof Ibisz. “The BEST way to get fit” advertising campaign of fitness clubs owned by Benefit Systems will last until the end of November.

“The BEST way to get fit” is the leitmotif of the latest advertising campaign of Zdrofit, Fabryka Formy, Fit Fabric, Fitness Academy, My Fitness Place and Step One fitness clubs.

– Our number one goal is to encourage Poles to be physically active, which translates into better physical and mental wellbeing – explains Tomasz Groń, Managing Director of Benefit Systems Fitness Unit. – At the same time, we want to present our clubs. These are well-equipped places with an extensive training offer and support from professional instructors. And most importantly: everyone – regardless of their age, body shape or previous achievements – will find a suitable activity in their offer – he adds.

Different characters, different needs, wide offer

As part of the campaign, photo and video creations by Małgorzata Popinigis as well as audio content were created. The characters in the videos and photos are people training in fitness clubs – men, women, young, middle-aged, and mature ones. The authors’ goal was to capture everyday authentic club activities and document the satisfaction resulting from regular training.

The creations are accompanied by the following slogans: “Take a step towards your BEST shape in the number 1 fitness network. Always close to you,” “It’s BEST to exercise with support of highly rated trainers,” “It’s BEST to exercise the way you like. Choose from 100 training formats” and “It’s BEST to take advantage of the promotion. Fitness passes for only 5 PLN for the first month.” In this way, the wide availability of Zdrofit, Fabryka Formy, Fit Fabric, Fitness Academy, My Fitness Place and Step One clubs, high qualifications of instructors, extensive selection of different work outs and attractive prices were highlighted.

The campaign placed great emphasis on the clubs’ wide training offer. – We want to stress that fitness clubs are not closed enclaves where only people who train for a long time and intensively feel good – explains Magdalena Rodak-Dębowska, Communication and Brand Promotion Manager at Benefit Systems Fitness Unit. – The list of club activities is so rich that everyone will find something for themselves. For people who have not yet exercised in fitness clubs we have prepared happy hours, i.e. the time when they can enter the club for free and check the offer. It is also worth remembering that each new person can count on professional support from a trainer. Beginners can also take advantage of special fitness classes where they can learn how to exercise properly and safely – she adds.

The main character of the radio spot is Krzysztof Ibisz. He encourages regular physical activity, which translates not only into better physical condition, but also into good mental wellbeing.

Characters come out of the screens

The main communication channels of the campaign are the Internet and radio. The banner campaign is implemented using Google Ads and Microsoft Ads on the popular websites, including interia.pl, onet.pl and wp.pl, on YouTube and in social media (Facebook, Instagram and TikTok).

Radio spots with Krzysztof Ibisz are broadcast on the following radio stations: AntyRadio, Kampus, RMF and ZET.

Additionally, in Warsaw the company decided to use a 3D digital outdoor medium. On the screen located at the Marriott Hotel, at the intersection of Jana Pawła II Street and Aleje Jerozolimskie, Zdrofit ads are displayed. Passers-by as well as those travelling by car and public transport are encouraged to engage in physical activity by training people, including seniors.

– We want to encourage as many people as possible to adopt a healthy lifestyle and be physically active. Thats why we are looking for new forms of advertising messages. We want to draw attention and arouse interest, minimise barriers and engage our potential customers, i.e. advertising recipients – Magdalena Rodak-Dębowska talks about the reasons for choosing the 3D outdoor medium.

Preparing this ad was a big challenge. The main idea is to use flat LED screens where 3D situations need to be simulated. It was necessary to build a frame that imitated two screens developed in post-production. In the last stage, graphic and three-dimensional elements, which made the characters and props simulate 3D reality and “come out” from the screens, were added.

Check out the student promotion

“The BEST way to get fit” main campaign is accompanied by media and promotional support activities planned until the end of this year. Morning TV shows will feature Zdrofit instructors and experts together with famous people who train and share their beginnings in fitness clubs. They will tell everyone how to exercise healthily and how physical activity affects our physical and mental condition.

Zdrofit, Fabryka Formy, Fit Fabric, Fitness Academy, My Fitness Place and Step One clubs offer happy hours. During selected hours, one can exercise at the club free of charge, which may help overcome the barriers associated with starting physical activity.

In October and November, the “Check out the student promotion” addressed to students from Krakow, Łódź, Tricity, Warsaw and Wrocław is also conducted. Students learn about discounts on passes from an online campaign.

Magdalena Potocka

Senior PR Specialist Benefit Systems

888 724 677

Benefit Systems currently owns 200 fitness clubs in Poland. They operate within the following networks: Zdrofit, Fabryka Formy, FitFabric, Fitness Academy, My Fitness Place and StepONE. The clubs promote healthy exercise in accordance with the philosophy that physical activity is available to everyone who wants to take care of their health, regardless of age, body shape and previous achievements.

Benefit Systems has been operating on the Polish market for over two decades and is one of the leaders in providing non-financial benefits that support employees’ welfare. The company is the creator of the MultiSport Programme, which enables engaging in physical activity in sports facilities throughout the country. The Benefit Systems portfolio also includes the MyBenefit cafeteria platform and the MultiLife wellbeing programme. For several years now, the company’s sports offer has been developed on foreign markets, including the Czech Republic, Slovakia, Bulgaria, and Croatia. The Benefit Systems Group also operates over 200 fitness clubs in four markets (in Poland it is responsible for the Zdrofit, Fitness Academy, My Fitness Place, Fabryka Formy, StepONE, Total Fitness, FitFabric and Saturn Fitness networks). An important area of Benefit Systems activities is promoting an active lifestyle at every stage of life, which is why the company implements initiatives supporting the physical activity of children, adults, and seniors. These goals are implemented, among others, by the MultiSport Foundation. Since 2018, Benefit Systems has been part of the global B Corp initiative bringing together companies involved in solving the most important social problems. More information about the company can be found at https://www.benefitsystems.pl/en/.