Challenge
With the fitness industry emphasis on low price – high value, EōS wanted to differentiate itself by connecting emotionally with members via a brand first message focused on inclusion and achievement.
Insight
Our research revealed current EōS members are primarily achievers – people who approach every day with positivity and a commitment to “getting it done.” They believe they can challenge themselves more at EōS and feel better mentally and physically as a result.
Solution
As high achievers come in all shapes and sizes, we developed a campaign around the theme of willpower, represented by a charming character with whom every high achiever can identify. Meet Will, a friendly little fella with the power to get the workout done. No matter what.
