Resolutions are for Quitters

O was briefed with developing innovative, branded content to leverage New Year’s resolutions to promote Les Mills’ introductory workout programme, ‘Smart Start’, and to highlight the benefit of group exercise.

We created a dynamic one-take video that presented a close-up of a man straining and struggling to workout, with a hopeless voiceover which listed all the reasons they were unlikely to achieve their goals.

However, as the camera panned out from his sweating face, that same voice over is read in reverse. The negative messages we previously heard became positive reinforcement, and as the camera angle widens we see the man is now surrounded by a group exercising with him. This switch reveals how the resolve to succeed was always within him, but he needed to support of others to unlock it.

Outputs:

• 502,252 organic video views across Facebook and YouTube.
• 3,807 likes
• 1,982 shares
• 159 comments
• Covered by PR Week

Outcomes:

• 106% increase in organic search traffic (75,165 from 36,458)
• 200% increase in form submissions in the ‘find a class’ section of the Les Mills website (11,114 from 3,695)