The Brief

Our target consumers (both existing and potential) lack the time and motivation to exercise because of their hectic lifestyles and busy work schedules. The objective is to get busy Chinese people to get up and exercise. Being the number 1 local Chinese sports, the strategy is to be the leader and advocate of a sporty and healthy lifestyle by starting a new trend that will motivate the masses to start exercising regularly.

Creative Execution

As the number 1 local Chinese sports brand, it’s Anta’s responsibility to lead and be the advocate of a healthy and sporty lifestyle. With Anta creating and popularizing this service, it will reignite the passion in sports lovers and recruit new and potential customers by getting them to experience the fun of exercising.

Describe the creative solution to the brief/objective.

Since our target consumers are too busy to go to the gym, we created the “Anta Fitness Delivery” – a service that delivers the gym to their doorstep. Just like a meal delivery service, consumers call the Anta Fitness Delivery hotline, pick a workout of their choice, and Anta Fitness Instructors deliver them to their homes or offices. Consumers may order a workout for themselves, for their friends who’ve been putting off exercising, or for their colleagues at work.

Results

Over 31,256 orders where delivered to homes, offices, warehouses, restaurants, factories and organizations. Photos and videos of participants enjoying the experience were shared at major social networking sites in China. About 2 million “weibos” were generated. 53,016 people participated. In our survey, 80% of them said they’ll start exercising regularly again. Sales at the online and retail stores increased by 20%.