Celebrity Fitness has awarded its creative business to Havas Immerse following a three-way pitch. This saw the agency delivering an integrated campaign which aimed to position the fitness chain as an enabler that helps its members look and feel sensational.
Bearing the tagline “Unleash Your Star Within”, the campaign was launched in conjunction with the re-opening of Celebrity Fitness 1 Utama. This is consistent with the brand’s promise of “feel like a star”, and extends across Malaysia and Indonesia. This campaign will be executed across various platforms, comprising online, on ground, an immersive music and out-of-home component. According to the press release, the campaign is also planned to be launched in the Philippines and across cinema.
The creative execution is anchored around an anthem produced in collaboration with Universal Music Malaysia, and amplified through the brand’s owned media as well as social media platforms. Targeted at professionals between 25 to 34 years old with high disposable income, the anthem’s music style and lyrics reflect the Celebrity Fitness brand values, and encapsulates the new Celebrity Fitness brand purpose and promise.
The accompanying music video features Celebrity Fitness’ own talents – the StarMakers, representing the Celebrity Fitness team who have changed peoples’ lives through fitness. These visuals are inspired by the brand’s core brand values, namely Edgy, Fun, and Sensational.
“We’re delighted at the way the Havas and Universal Music team were able to interpret our brief and deliver an integrated campaign that uniquely expresses the brand’s edgy, fun, and sensational values. The anthem, in particular, successfully sums up what Celebrity Fitness is about, and how we strive to make our members feel,” Cheng Lyn Chuah, head of marketing, Evolution Wellness.
Kerry Khoo, chief creative officer of Havas Immerse also added, “Over the years, Celebrity Fitness has established itself as a lifestyle-based fitness brand that speaks to the young and young-at-heart. It was exciting to be a part of this new chapter for such an iconic brand – it gave us an opportunity to flex our creativity, but at the same time, also inspired us to work at flexing some actual muscles!”
Last year, Celebrity Fitness and Fitness First Asia had unveiled the coming together of both brands under a new parent company, Evolution Wellness. This was done in a bid to create one of the largest fitness club networks in the Asian region. The merger comprises 152 wholly-owned fitness clubs across Asia and will see both organisations retaining its individual brands.