Integrated Marketing Campaign

Equinox

The Pre-Workout

Problem

People have a hard time justifying frivolous, luxury purchases.

Insight

People need a justification for their indulgences because they feel their money can be better spent elsewhere.

Strategy

I worked hard, I earned this.

Concept

Because I Equinox'd.

Summary

Close your eyes and imagine your local gym: it's smelly, overcrowded, dirty, and a tad depressing. However, Equinox is the exception. They are modern, clean and people swear by the shower and euclyptis scented towels. Equinox attracts the elite, the hardworking, and the life endulgers. These people go all in for everything and live their best life because the best is all they know. When you work hard, everything you do for yourself isn’t a treat. It’s an expectation. To appeal to luxury seekers and affluent gym-goers, we positioned working out at Equniox as the justification they need to live lavisously.

Summary

Observation

Our target audience isn't concerned with membership costs, they want to know why an Equinox membership is worth their hard-earned money.

Because when you reach this level of success, everything you do for yourself isn’t a treat. It’s an expectation.

Don’t feel guilty, you earned this

Problem

We aren't competing with other luxury gyms or sports clubs, we are lightyears ahead of them. We are competing with indulgent experiences that people value. Our target may not understand Equinox's unraveled value because people have a hard time justifying frivolous, luxury purchases. We want to convince them that Equniox is an experience and lifestyle that they are entitled to and deserve.

Strategy

I worked hard, I earned this.

Creative

Manifesto

OOH

Activations

Justiffiti

"Justiffiti" is where we find the products and places our target desires and mark it "Because I Equinox'd" with biodegradable paint. Our target can physically see the "benefits" of an Equinox membership.