Grup Claror is an operator of public sports centers in Barcelona. When they contacted us, they had invested in machines, spaces, training, and human resources to renovate one of the municipal sports centers it manages in Barcelona, the Centre Esportiu Municipal Marítim.

The challenge? To ensure that the efforts bore fruit and to create a community in a blurred area of Barcelona, between Barceloneta and Vila Olímpica, with high-level competitors.

First, we drew up a map of audiences, with potential customer journeys to assess the potential for converting each segment into users.

Although there are offices, a hospital, and a university faculty near the CEM Marítim, the idea was to expand that immediate radius, trying to overcome the geographical limitation of gyms by turning the center into a sufficient reason for a short trip.

Taking into account the corporate positioning of Grup Claror, that of the other centers, and the objectives of this one, Marítim had to be given some independence as a brand. It could not ignore the endorsement of Grup Claror for all the expertise in fitness, but, in its new mission, many of the positive attributes of the mother brand were not entirely relevant.

During the gym’s construction during the summer of 2024, we carried out a teaser campaign that already gave some clues as to what was to come.

And this new brand needed a claim that championed its promise: come for location and space, stay for the sports offer and the tribe.

All of this is summarized in a key brand proposition:

In the visual execution, we chose to hide machines and interior design and risk it all in combining aspiration, FOMO, and taking advantage of the new rates for young people or those that included the spa. The message did not give all the information, but rather intended to generate curiosity and attraction.

The campaign included Spofity ads, direct response marketing, and multiple tactical actions in outdoor advertising. All of this allowed us to segment and impact both the potential neighborhood and the public we were looking for.

However, any conversion campaign works better with memorable activations in which the new user can get some immediate benefit for informing themselves or for signing up.

To ensure that our branding and marketing workout was fully compensated, we centralized a good part of the distribution of direct response flyers through the Fit-Truck, a food-truck reconverted to feed fitness through collaborations with brands and, of course, sharing the promotions of the Marítim.

Although the intention was to achieve brand impacts at street level, especially among neighbors and students from the two nearby centers, we could not pass up the possibility of sending a message to the workers of the Mapfre Tower from the roof of the vehicle in the purest The Economist style.

Finally, to ensure that the aspirational incentives were fully aligned, we complemented the price activation with thematic shirts for each gym tribe with which to generate belonging according to the sports practice.

It was interesting to play a campaign in an ultra-local environment, even imagining specific messages for the area, target, and bordering on guerrilla activations such as the Fit-Truck or specific messages for the Bicing.

All this through a casual code, typical of fitness but fully aligned with the objectives of community creation, as in the merchandising of the new digital tribes.

It is also worth noting that thanks to the club’s proposal and its pricing policy, the campaign worked admirably well, bringing the center close to full in just a couple of months… all this with 90% of the registrations belonging to the new targets we defined.