Client/Project Name: Fitness World
Key Focus: Employer Branding, Change Management & Content
Fitness World underwent a restructuring of employee roles. Existing positions changed, and we were tasked with communicating these changes. The challenge was twofold: attracting new talent and ensuring current employees felt comfortable during the process. Our campaign focused on identifying key change agents and promoting their stories in fitness centers, on social media, and through TV spots. Through qualitative research, we found people with compelling stories who were early adopters of the new work methods and showcased them as role models for the change.
Identifying Individual Drives through Interviews
Together with the client, we worked hard to find the right role models. Our approach was to move away from the buzzword "work-life balance." We believe we have one life, and our skills are used in all areas, whether at work, with family, or in hobbies. Therefore, we built the concept of the films around how Fitness World, as an employer, can help its employees become the best versions of themselves.
To achieve this, we conducted employee interviews to identify each person's individual drive and helped verbalize what truly motivated them. Everything had to have a purpose: Frederik saw the value of his work when he could help an elderly person carry their groceries without pain. Oliver dreamed of working in management in the future. Stine, who has been developing her management skills over ten years in a large organization, uses her experiences and knowledge when she leads a weekly group training session at the fitness center.
Stine has continued her sessions and group training for 10 years while building a career in management. Today, she works in a large organization but remains a dedicated trainer at Fitness World. This role helps her stay energized, manage stress, and keep a clear mind, all of which are crucial for excelling in her job.
Oliver is taking a gap year to develop his skills in management, a field he dreams of excelling in. He immerses himself in training programs and workshops at Fitness World to lay a solid foundation for his career.