Fitshaker / Peter Švaral, Katarína Rakúsová
TeamSoňa Čásárová
Veronika Holásková
Iva Hornická Pacoňová
Michal Hornický
Dominik Herceg
Stratégie
More than 26,000 women participating in the New Year’s Fitshaker Challenge
Slovakia’s largest online fitness site Fitshaker launches the annual New Year’s Challenge communication. It’s a 50-day exercise program that allows women to not only lose weight or shape their body, but also start eating better and completely change their current lifestyle. Our task was to create an acquisition campaign that motivates women to join the New Year’s Challenge.
The central theme of the campaign was the total transformation that women would experience as a result of the challenge. In fact, joining the programme will not only bring women a physical transformation, but also a change of mindset and a re-evaluation of priorities. In other words, they will be a different, more confident, happier and fitter woman every day!
In the campaign we revived a well-known retro song
The campaign was launched in the first days of the new year, when we all make resolutions and the internet is full of “new year, new me” statuses. To motivate women to fulfil their resolution of a prettier and slimmer “me”, we created the Fitshaker anthem. We’ve re-contextualised Evička Máziková’s well-known song, Another Woman, to talk about the gradual transformation a woman goes through during the New Year’s Challenge.
Women identified with the campaign enough to create their own content
The campaign was launched in the first days of the new year, when we all make resolutions and the internet is full of “new year, new me” statuses. To motivate women to fulfil their resolution of a prettier and slimmer “me”, we created the Fitshaker anthem. We’ve re-contextualised Evička Máziková’s well-known song, Another Woman, to talk about the gradual transformation a woman goes through during the New Year’s Challenge.
Campaign ran in Slovakia and the Czech Republic
For the Czech market we prepared an original, Czech version of the song. In addition to a 30-second TV spot, the campaign also included a longer, one-minute video for online, which we also split into Instagram video formats. There was also a radio spot and online visuals.