The campaign comes after the brand appointed Tribal Worldwide Malaysia as its agency of record on a retainer basis in October.
The campaign, entitled ‘Let’s Get Personal’, aims to promote Fitness First’s personal trainers and their strengths in training, as well as encourage members of the public to get fitness into their lives.
Delivered as a ‘match-making’ test, the campaign lets people discover their most compatible personal trainers and then opt to be contacted to learn more. Users can also share their fitness stories in a bid to win free personal training sessions.
Lola Chin, general manager of Tribal Worldwide Malaysia, noted that the campaign aims to educate and inspire consumers who are serious about their fitness.
The campaign will run from November to 3 January concurrently in Malaysia, Singapore, Hong Kong, Thailand, Indonesia and The Philippines.
Chuah Cheng Lyn, regional marketing manager of Fitness First Asia, said the brand created a series of short videos featuring its trainers to showcase the faces behind personal training.
“The videos are truly inspirational and it is aimed to motivate viewers to start thinking as well as taking action to experience how fitness can positively affect their lives,” he noted.