The 90 Day Challenge
A LIFE TIME FITNESS WEIGHT LOSS COMPETITION
Life Time has a bi-annual event called the 90Day Challenge. After several years with year over year growth and countless success stories, they felt it was finally time to highlight past participant wins in this year’s campaign. Myself and team delivered materials with bold, punchy headlines, bright colors, and photography of real past-winners – everything is focused on the idea of “after” – when it comes to losing weight, “after” is always better than “before”.
A 93% INCREASE IN PARTICIPATION
Since the “after” campaign was started, participation has increased 93% over a year and a half. Members say they enjoy the campaign’s positive, punchy energy and featuring real people gives them hope they can achieve the same results.
FIND YOUR AFTER
The combination of before and after’s isn’t new. But we wanted to add a little punch. Framing the “After” as something to attain or achieve, we used direct language as well as minimally showing each participants before photo. A small visual was also used to showcase the hard numbers, concretely proving the former participants dramatic results.
AN AUTHENTIC PHOTOGRAPHICAL APPROACH
Throughout earlier 90 Day competitions we heard from members who’s lives had been changed forever through their participation. So who better to tell our story than the winners of past seasons who’ve continued their fitness journey.
A ROAD MAP FOR THE FUTURE
Since the 90 Day competition is held twice a year and features a Transformation and Weight loss challenge we wanted to create a flexible system to move forward with. To do that we relied on color and photo selection.
Two separate colors are chosen to distinguish the Weight loss and Transformation challenges. Then those colors are changed from the Fall to Spring competitions along with the photography. This allows us to keep the campaign feeling fresh and new while building the 90 Day brand.
DRIVING ONLINE REGISTRATION
In addition to promoting the challenge through print in Life Time’s clubs. Online registration was driven with large hero billboards on Life Time’s homepage, a standalone site for Life Time Weight Loss as well as multiple social channels.