Millennials and Zommers in the latest Zdrofit campaign. Move as you like!

17 października 2024

Ewa is 30 years old, lives in a big city and is successful in her professional career. She goes to training several times a week, which helps her take care of her health and fitness, but at the same time it is only a duty for her. Zdrofit – the largest fitness network in Poland – comes with a counteroffer in its latest advertising campaign: “Move as you like!”

The “Move as you like!” advertising campaign will last until the end of November in fitness clubs from the Benefit Systems portfolio: Zdrofit, Fabryka Formy, Fit Fabric, Fitness Academy, My Fitness Place, Saturn Fitness, Step One and Total Fitness.

Let’s meet the campaign protagonists: Ewa and Adam who represent the Millennials. The second group are representatives of Generation Z. What they have in common is that they want to be physically active, but they often lack motivation, ideas and time. At the same time, they associate training with an unpleasant, exhausting and boring duty. The aim of the campaign is to break these stereotypes while showing that physical activity can be enjoyable. You just need to find the right discipline. It is also another step in Benefit Systems’ consistently building the image of fitness clubs as places open to the needs of those who train and supporting them in achieving the goals set according to their principles.

– We want our campaign to inspire change and encourage activity in harmony with oneself, so that the chosen form of exercise brings pleasure. Beginners often don’t know how to start. Many people simply don’t want to exercise, and they can’t find the motivation. That’s why we appreciate not how they train but the fact that they are active on their own terms. Preferably the way they like it, because then exercise ceases to be another obligation – says Beata Kłęk, Marketing Director at Benefit Systems Fitness Unit. – We make sure to provide our club members with the widest possible offer with over 120 training formats, support from trainers in clubs, as well as training plans and programmes in our ZdrowAppka application – she adds.

As part of the campaign, photo and video content was created. Zoomers and Millennials are present across all formats. The originators and authors of the campaign wanted to compare extremely different situations that each of us experiences. On the one hand, it is boredom, discouragement and lack of ideas for any activity. On the other hand, joy, energy and satisfaction with taking on challenges, despite occasional failures. Fatigue or lack of motivation ultimately fade into the background when we choose an activity that is not fashionable, not the one that most of our friends engage in, nor the one that allows us to burn the most calories but the one that we like and that gives us the most joy.

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The campaign is omnichannel in its character. The creations are present in selected online channels, including websites, YouTube, social media (Facebook, Instagram and TikTok), as well as the Google and Bing search engines. Outdoor activities focus on digital media and billboards. Advertising materials are also displayed in fitness clubs and selected sports stores.

The Keino agency is responsible for the creative concept of the campaign, the Joho production house is responsible for the production of the spot, and Value Media is responsible for media purchase.

Magdalena Potocka

Senior PR Specialist Benefit Systems

888 724 677

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 employee wellbeing. The company is the creator of the MultiSport Programme, which enables physical activity in sports facilities throughout the country. Its 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 240 fitness clubs in four markets (in Poland it is responsible for Zdrofit, Fitness Academy, My Fitness Place, Fabryka Formy, StepONE, Total Fitness, FitFabric and Saturn Fitness networks). An important area of Benefit Systems activities is the promotion of an active lifestyle at every stage of life, which is why the company implements initiatives supporting physical activity of children, adults, and seniors, also as part of the MultiSport Foundation. Since 2018, Benefit Systems has been part of the global B Corp initiative, bringing together companies operating and engaging in solving the most important social problems. More information can be found at benefitsystems.pl/en.