Witnessing the fitness with Esquared’s national media launch
Innovative pay-as-you-gym booking app Esquared Fitness was a huge hit upon launch in the UK in 2017.
Brief.
The new face of fitness on-demand, the brand made its way to Australia to a year later and engaged Example to help them launch themselves with a bang into one of the most saturated sports and activity markets in the world.
Solution.
Esquared Fitness faced tough competition from existing apps in the market (e.g. ClassPass), so setting them apart was key to Example’s strategy. To do this, Example created a unique product announcement, launch event and a paid influencer campaign over the course of five months.
For the launch event, an Esquared Fitness urban gym was created, with short circuit training led by some of Sydney’s top personal trainers. Held at The Studio in Rosebery, the gym offered a range of different zones like HIIT, weights, cycling, boxing and rowing, with guests challenged to participate in each. The interactive launch event came complete with projections, live DJs and paired food offerings from Fish Bowl and Seed Lip.
To further raise awareness of Esquared Fitness, Example then engaged five Sydney-based fitness influencers to create stylised posts featuring an Esquared Fitness workout. Each was gifted $100 Esquared Fitness credit in exchange for their posts, enabling them to trial a series of classes on the app to better understand (and share) the benefits of Esquared Fitness.
