The Brief

Our target consumers lack the time and motivation to exercise because of their hectic lifestyles and busy work schedules. The objective is to inspire busy Chinese people to exercise regularly gain.

Describe how the promotion developed from concept to implementation

We took sports marketing to the next level by creating the “Anta Fitness Delivery” service. We deliver workouts to their doorsteps. First, we used a celebrity to promote the service. Next, we 300 fitness instructors were recruited and trained to conduct gym glasses in offices, homes and out-of-gym environments. Then a nation-wide hotline plus a micro-site were set up for customers to pick and choose their workouts, place and time of delivery. Finally, a fleet of branded SUVs and motorcycles deployed the instructors to their respective destinations.

Describe the success of the promotion with both client and consumer including some quantifiable results

Over 31,256 orders where delivered to homes, offices, warehouses, restaurants, factories and organizations. Photos, videos and tweets of participants enjoying the experience at generated during the event appeared at major social networking sites in China. 53,016 people participated. In our survey, 80% of them said they’ll start exercising regularly again.

Explain why the method of promotion was most relevant to the product or service

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. Since our target consumers are too busy to go to the gym, it’s Anta’s job to deliver the gym to them.