100AND10% was tasked with creating a social campaign for NRG GYMS as part of the gyms’ New Year marketing strategy. January is a peak sales period for fitness facilities, and the new campaign aimed to support member acquisition, as well as engagement and retention of existing members across the brand’s five clubs.
The campaign concept was centred around ‘bringing the energy’ to every fitness activity, and this was reflected in the campaign’s visual identity, with a bold colour palette combined with high-impact imagery.
The campaign included fitness challenges, encouraging participants to share their workout snapshots, motivational stories and achievements, all shared on NRG’s social platforms. Weekly giveaways, interactive polls, and live sessions with NRG trainers deepened the sense of community and involvement, all packaged up within the ‘BRINGTHENRG’ campaign.