The skinny on promotions

The promotion by Cinevation urged potential fitness patrons at shopping malls and centres to view themselves in a special mirror, where candidates were presented with a slimmer image of themselves. Ratcheting the promotion to another level, each candidate then received a photograph of their slimmer selves to take home in a mini photo frame captioned: 'Merry Christmas and a Happy New You!' together with the gym's details, encouraging them to join up in the new year and achieve that image.

Cinevation deliberately ran the Dynamic Health campaign at the height of the festive season to reach the vast number of shoppers. This they hoped, would ensure Dynamic Health had the advantage of being the first port of call when candidates' minds turned to losing weight in the new year and provided the added benefit of appearing to 'put their money where their mouth is' via the tangible photographs.

"Unlike a flyer which tends to be easily discarded, the inclusion of personalised photo's of the candidates looking gorgeous, meant that they were encouraged to keep them and put them up at home, providing a constant positive reminder of the gym, in their home environment, ready for New Years resolutions," enthused Marisa Torrani, Director of Cinevation.

The promotion focused predominantly on shopping centres in the Sandton/Fourways area, close to Dynamic Health, to minimise wastage and maximise relevancy to the target market. The communication was deliberately personalised for one on one contact in keeping with the personal attention claimed by Dynamic Health which hopes to contrast it with the more larger impersonal competitor gyms.