Challenge: Migros Fitnesspark faced a twofold challenge: The brand needed to be further developed in terms of content and design to reflect its increased premium standards. At the same time, the new image had to be integrated into a holistic marketing strategy that would appeal to existing members and attract new customers – the previous imagery seemed too generic and no longer appropriate to the quality promise.

Solution:
• Annual strategy with a two-stage campaign concept
• Spring/Summer: Premium look and feel – elegant imagery, sophisticated color palette, and cinematic aesthetics
• Targeted influencer campaigns with Manuela Frey to communicate Fitnesspark's benefits
• Fall: Influencers Marco & Manuela as brand ambassadors and models for imagery
• Production of image film, fitness clips, and social media reels, as well as cross-media activation (print, digital, social)

Result & Conclusion: The multi-phase campaign successfully positioned Fitnesspark as a premium provider:
• Spring/Summer established a distinctive brand identity that won over existing and new members
• January campaign: >430,000 influencer impressions, subscription sales target exceeded
• Fall campaign: >900,000 impressions, significant membership growth

The mix of high-quality brand refresh and strategic influencer marketing created a seamless customer experience Journey across all channels and strengthened the market position.