Needless to say, January is peak season for fitness centers. However, in the first week of January, Norway’s biggest bank launched a campaign recommending that people who struggle with motivation to exercise, should cancel their fitness center memberships and rather save their money in the bank. SATS – Norway’s biggest fitness center chain – base their business model on subscriptions and decided to respond. The brief and main objective was to turn the situation around and give SATS – as market leader in the industry that was challenged by the bank – the upper hand.
Just as the bank’s campaign mocked the idea of spending money on a fitness center, we ridiculed the idea of spending your life on the coach just to save money. The video was posted as a comment to the bank’s campaign on the bank’s own Facebook page.