When you’re a passion brand with 1,000,000+ members, advertising isn’t all about speaking directly to new prospects. We believe it’s equally important to speak to our members, energize them, and give them content and messaging that they can regurgitate to all of their friends and family. Our members are truly our greatest lead gen tool. They always have been.
Creatively, we needed to make work that spoke to our members, related to them and their experience, and energized them to share it with a friend.
And then for the friends that they shared the campaign with, we needed them to immediately understand that Orangetheory is a unique place that focuses on change coming true, by ensuring that the work put in in the studio translates to their lives outside the studio.
The result is “Welcome To More Life,” a heart-pounding new brand campaign for the fastest-growing fitness franchise in the world that emphasizes energy & lifestyle benefits over physical change.
With a dynamic, invigorating match cut cinematic approach to all storytelling, we exemplified how simple actions in the studio (like a jump squat) translate to powerful life moments (like lifting your grandson on your shoulders on the 4th of July).
Look at the reaction on the Orangetheory Reddit (not brand moderated), and you’ll see why the campaign worked—it spoke to members because it felt exactly like the experience they’re always trying to tell their friends about but sometimes can’t find the right words for. And for almost all of them, it’s an emotional experience. Their lives are truly changing here, it’s something they all share together as a community.
