Final Project defence in my Branding school where I had to come up with a new Brand experience for a Gym in Lagos.

1. Revolutionalizing the rules
Edidiong Uwemakpan
IBX8

2. Brief
• Come up with a Brand new Gym
experience that will challenge the
status quo and that is deeply rooted
in a compelling human truth.

3. Background of Gyms in Lagos
•Generic

4. Gym culture
• Most workers do not have time to gym
during the week
• Weekends are not enough to achieve
fitness goals
• Some are too tired or feel lazy to work
weekends (they’d rather hang out with
friends)

5. Target
25-35 Like socializing/
Middle- High Hanging after
Target
income earners work
Young Work/Live in
professionals Victoria island

6. Insight
“I’ve work 8-5. Why will I work-out again??”

7. Consumer culture
Why people hang after work?

8. Competition
Sex
Insanity
workout
Bars on
the
island

9. Brand idea
SHIFT
Work out--- > Fun out

10. .
• Imagine going to relax in a Gym.
• Imagine fixing a business meeting in a Gym.
• Imaging being recognized because you belong
to the same Gym.
• Imaging having a Gym as your joint

12. Switch your routine

13. 501
• Gym lounge
No chairs. People sit on Gym balls.

14. Features
Music synchronized with
fun-out steps

15. -Healthy food and (non)
alcoholic drinks.
- Free twice a week.

16. Features
• Regular health check-ups and reminders
for members

17. Benefits
• Fitness
• The Cool factor
• Network
• *Monthly barbecue nights.

18. Prelaunch
Ads on selected websites, social media and press.

21. Launch

22. Launch

23. Post-Launch
• (Sponsored) Reviews of the event on
sites. “the new hub for lagos big boys”.
Sustenance on Digital media.
• short Keek videos of how excercises are
synched with music.

24. Conversation channels.
The 501
Tribe

25. App
Alter your shape and fun-outs are
recommended for you.

26. Budget
Activity Costing
Website 250, 000
App 2,000,000
Press 1,000,000
Miscellaneous 500,000
Banner Ads 2,000,000
Agency fee (10% of total budget) 1,000,000
7,250,000

27. #Dazzal