The Fitness First campaign involves offering five days free membership and a personal training session via SMS to O2 customers living in specific postcodes near Fitness First gyms. The use of location to target consumers maximises both the effectiveness and relevance of the offer.
In creating the campaign for Fitness First, O2 was able to de-dupe current Fitness First customers and specifically target the brand communication to opted-in O2 customers who are interested in health, well being and sports, aged between 18 and 35.
Target customers within three miles of a Fitness First gym were sent a short text message which asks them to respond to a short code with their postcode. Those that respond receive a personalised text message reply with the address and phone number of their local gym, and with a five day voucher to use in that gym.
O2 provides Fitness First with a daily email with qualified leads of customer mobile numbers and postcodes to call the customer and book an appointment.
Sophie Lawler- Hall, UK marketing manager for Fitness First, said: “Using this highly targeted medium is helping ensure maximum campaign effectiveness, proving mobile to be one of our most successful acquisition tools to date. We are delighted that so many O2 customers have already taken up the offer.’’
Managing Director of O2 Media, Shaun Gregory added: “Mobile has long talked about the power of relevancy, targeting and location-based campaigns. O2 Media has, with Fitness First, delivered a campaign that ticks every box for the aspiring media planner. Through putting the customer at the heart of our thinking, we’re able to offer truly unique media offerings that break new ground and drive market leading response rates.”