'I CHOOSE' campaign

GLL is the biggest social enterprise in the UK. It’s a true USP in a world of sameness.

Problem is, very few people know what “social enterprise” means. So Better, the promotional brand of GLL, was struggling to communicate their true difference to current and potential members of Better Gyms in a very competitive market.

We knew the idea of social enterprise would resonate, but it had to be communicated in a relevant, tangible way. We needed people to feel like they were in charge, and making the choice to join a gym. This led us to “I CHOOSE.” We combined the key benefits of Better Gyms and social enterprise with the powerful statement, “I CHOOSE.” Instead of using corporate-speak about social enterprise, we broke it down into real, meaningful benefits to the individual and their community.

 

The I CHOOSE campaign led to:

Record campaign sales across Jan 2019

75% increase in direct traffic and 16% organic traffic YOY

Cross-promotion of GLL Sports Foundation from athlete user-generated content attributed to >3% increase in applications – the heart of the brand.