Celebrating your New Year’s resolution by saying “I CAN!”

With the New Year’s resolution of staying fit underway, LA Fitness wanted to enhance their traditional advertising approach. And like their customers, embrace the essence of this campaign with an “I CAN” approach. Along with TV, radio, and outdoor, the digital team developed a fully integrated platform with a personalized microsite, banners with dynamic creative, mobile interstitials, and custom search and social ads that connected customers on 8 key fitness interests. Our strategy turned LA Fitness’s standard presence within traditional media formats into a comprehensive conversion engine. The results were over 656 million impressions, 1.75 million site visits, and over 125,000 free passes downloaded that brought each of their customers a unique experience based on the amenities they love most and the gyms nearest them.

I was heavily involved in the project from pitch through delivery, working closely with creative, developers, and video content creation to create a fully integrated campaign.