Initial conditions:
High-end leisure Health Club brand Esporta engaged Chaos to develop the marketing communications for a new rewards programme to role out across the nationwide network of Health Clubs in the UK. They had already worked with another agency previously but felt the creative was not premium enough for their audience. This members incentive and rewards programme was already called ‘Benefit’ and was loosely linked to a few incentives but had never really taken off or been properly activated. Chaos’s task was to make this work through all materials and also take on board Esporta’s new look and feel but push the brand styling that was still in its infancy.
Chaos thinking™
Having already started to work with Esporta on a number of projects, Chaos quickly understood the essence of what Esporta wanted to achieve. Chaos decided to keep the Benefit name and expand the theme to become more meaningful. By taking the ‘t’ from benefit and turning it into a positive ‘+’ symbol, Chaos were able to use this graphic device as the main marque of the programme, and utilise it’s obvious positivity to the fullest.
In addition, Chaos highlighted the ‘fit’ within the word benefit into the design for its natural connection to health club activities. Having devised a strong identity for the programme, main colours used were warm muted browns and reds enabled the ‘+’ marque of lime green to have standout in all applications. Finally, the tagline ‘Rewarding Exercise’ was developed and added to the identity to capture the purpose of the programme exactly.
The identity’s has now been rolled out onto all forms of communication as an integrated campaign with consistency and creativity. Membership cards for instance have been designed portrait, rather than landscape, as for the most part, that is the way the cards are swiped at the club’s entry desks. Chaos’s thinking was also to develop a visual language that would hint at the use of the card and act as reminder to the members at all times to use it. Membership cards, people and health & fitness equipment /scenarios are suggested graphically interacting illustratively.
Creative Enablement™
The programme was launched with great success and is encouraging members to use the clubs facilities more frequently as well as purchase other goods an services on site. ‘Benefit’ is now an integral part of the retention marketing initiative and is helping increase the number of people renewing membership – a real task to undertake in these recessionary times.
