With clubs in Australia and New Zealand, Next Gen features the latest in training equipment, a full suite of boutique studio classes, competition-grade tennis courts, resort-style indoor and outdoor heated pools, luxury spa treatments with sauna and steam rooms, members lounges and licensed cafés.
January is the most crucial subscription period for Next Gen memberships, as it sets the precedent for the year. Following collaboration on a number of successful projects, Next Gen commissioned a campaign that would inspire and encourage people to sign up to the gym in summer.
In addition to competing with other new year campaigns, it also had to counter general fears around returning to clubs and facilities post-lockdown.
Social media campaign results, as managed by BEING:
+122% |
+71% |
+16% |
-13% |
|---|---|---|---|
| Increase in inquiries |
Increase in link clicks |
Increase in social media reach |
Reduction in campaign spend |
Colourful, vibrant and energetic, the 2022 summer campaign sits right at the front edge of Next Gen’s brand parameters. Bringing a more youthful look and feel to advertising and collateral, it powerfully communicates the benefits of getting off the couch and back to exercise.
The campaign is built around words that start with Re:— Reinvigorate, Reinspire, Revitalise, and Rejuvenate — and the tagline Experience Life Reimagined. Bringing an editorial approach to the type through layering, repetition and colour, the Re: in the hero copy serves as a visual hook for design, while reinforcing the multiple benefits of subscribing to Next Gen.
Breaking the primary campaign lock-up apart, secondary communication focuses on words that are experiential — reflecting Next Gen’s diverse variety of facilities and services.
While design features a strong, vivid gradient of Next Gen’s brand colours, it is intentionally restrained to allow hero images to shine. Applications are coupled with attractive and aspirational photography, which portrays returning to the gym as a highly desirable and aspirational pursuit.
The campaign ran across multiple marketing platforms in Australia and New Zealand, including bus backs, cinema and radio. Subsidiary messaging across all platforms communicates Next Gen’s core offerings of high-end training spaces, classes, pools, wellness spaces and tennis courts.
Following the success of Life Reimagined, Next Gen asked for help developing bespoke landing pages for each club and creating a digital marketing campaign to drive new memberships. At the time, the company had one overarching homepage and didn’t localise marketing content for its clubs around Australia and New Zealand.
We undertook desktop analysis and market research of competitors, then conducted a workshop with key stakeholders to better understand Next Gen’s challenges and develop an effective digital marketing strategy.
This informed the creation of 15 and 30-second videos for social platforms, showcasing the clubs’ unique offerings and a strong call to action. Carousels, static tiles and social captions were written and designed to direct customers to new landing pages.
Following campaign set-up, we now manage ongoing operation and reporting. The results of the targeted, creative campaign demonstrate a significant increase in online engagement for Next Gen.
Next Gen and The Being Group have collaborated since 2020, when we first captured a suite of video and photographic content for social and marketing promotions across all clubs.
After the first COVID lockdown in 2020, we developed a staggered campaign promoting the safe return to facilities, under the tagline Working Out What’s Next.
We have also developed a campaign for summer 2021, Your Next Escape, and supported the launch of Next Gen’s latest club, Next Gen Doncaster, in Melbourne.
We have worked with The Being Group for a number of years and have been very impressed with the all the work they have completed for us.
This work ranges from creative design campaigns including the recent Life Reimagined campaign, the Elevate your Lifestyle launch campaign for the opening of Next Gen Doncaster, through to the digital marketing strategy and social media funnel.
The team at The Being Group understand our brand, and we can rely on them to continually deliver the very best on all strategies and campaigns.
