Gymbox, a leading gym chain in the UK, has launched a creative paid search conquesting campaign. The campaign hijacks ads with specific copy related to each competitor gym being searched for, including traditional gyms and online fitness platforms. Let’s delve into this innovative campaign and explore how Gymbox is redefining the fitness landscape.
How Gymbox is Doing This?
Gymbox’s conquesting campaign is designed to remind anyone looking to join a gym that Gymbox is the place where they can have a bit of fun while working out. The campaign targets traditional gyms like Virgin Active, PureGym, and Third Space, as well as the online fitness platform Classpass. It is by placing paid-for advertising with tailored copy above each of its main competitors, Gymbox is able to attract potential customers who may be considering joining other gyms.
The Impact of Creative Copy and Humor in Gymbox’s Conquesting Strategy
Gymbox’s paid search conquesting campaign uses creative copy and humor to grab the attention of potential customers and differentiate itself from its competitors. By hijacking ads with specific copy related to each competitor gym being searched for, Gymbox is able to make a lasting impression on users and increase their chances of clicking through to its website. The use of humor in the campaign also helps to make Gymbox more approachable and relatable to potential customers.
According to Gymbox Marketing Director, Rory McEntee,
“We’re reminding anyone looking to join a gym that Gymbox is the place where you can have a bit of fun while working out. And if we can get a little smile at the expense of our competitors along the way then what’s the harm?”
Redefining Gym Sign-ups with Playfulness
Gymbox’s conquesting campaign reflects their commitment to making the gym sign-up process an enjoyable experience. When users search for ClassPass, they are greeted with a playful ad that reads, “Join Gymbox and you’ll never skip a class again.” This witty response not only captures the attention of potential ClassPass users but also highlights Gymbox’s dedication to offering a diverse range of classes and ensuring that members stay motivated.
The Antidote to Boring Gyms
Rory McEntee aptly describes the brand as “The Antidote to Boring Gyms.” This tagline perfectly encapsulates Gymbox’s mission to disrupt the fitness industry and bring excitement before and after workouts. By embracing unconventional marketing tactics and playful messaging, Gymbox positions itself as the go-to destination for those seeking a unique and enjoyable workout experience. This assures one thing that whether you’re a first-timer or a seasoned fitness enthusiast, Gymbox promises a fitness journey filled with fun and intensity.
The Big Picture
The way I see it, Gymbox’s paid search conquesting campaign is a great example of how brands can use this strategy to reach new customers and grow their business. As Gymbox hijacks competition ads to highlight their unique offerings, they inject humor into the gym sign-up process. With their focus on fun-filled workouts and a commitment to being “The Antidote to Boring Gyms,” Gymbox is redefining the way people approach fitness. If you’re looking for a way to reach new customers, consider using paid search conquesting.
