STRATEGY

Gyms are perceived to be a much harder workout, so we needed to position Fiit as superior over gyms - but in a way that competitive people would see as a challenge.

How: We didn't just create an ad campaign, we created the world's hardest home workout! That’s right, a fitness class like no other called Boss Level. And how do you market to competitive people that it’s so hard…you warn them against doing it…