Get Fit Kwik with Kwik Fit

a no nonsense fitness solution

Case Study Video:

Insight:

Kwik Fit technicians noticed a link between their improved strength and fitness due to lifting hefty tyres on a daily basis.

Opportunity:

Capitalise on the post-Christmas media agenda around fitness and diets by launching a non-nonsense fitness regime.

Although KwikFit are not in the fitness business we knew we could help customers and generate brand fame by offering up a new workout programme using only car and van tyres.

The Fit Kwik Creative:

Kale juice, faddy diet plans and protein shakes would all be off the menu in new no-nonsense fitness class for customers.

Devised in collaboration with Kwik Fit technicians and personal trainer Mikah Simpson, the 'FitKwik' programme would make use of a plentiful supply of tyres.

We created a promotional video.

Execution:

We launched the stripped down, no-frills exercise regime in London at their New Kent Road centre - each free session would last 30 minutes and runs on weekends throughout January.

The back-to-basics fitness class, would consist of tyre flips, lifts and throws – during which participants could expect to burn up to 1200 calories.

We captured the 10 key exercises in individual films for release across KwikFit's social media channels - so people could join in at home.

Three technicians were so passionate about the project, they even agreed to strip off to promote it in a stylish homage to photographer Herb Ritts’ iconic “Fred with Tires.”

Louis Lecointe (31, London), Paul Hernandez (31, London) and Monuf Abdul (29, Stevenage) all took part in the shoot with renowned celebrity photographer Jim Marks.

A microsite was created as a hub for the programme - where customers could sign-up for classes, watch the instructional videos (to work-out from home) and download user friendly infographics which demonstrated the exercises.

Outcome:

50+  media articles

 Over 1 million videos across Facebook, YouTube and media players.

The fitness classes were fully booked within in a couple of days.

Overhwelmingly positive response from customers and social media.

At centres up and down the country and even head office, technicians and staff can be found starting their day with the new exercise routine. 

The campaign is now rolling out to centres across the UK.

Industry Comment:

- via Contagious

'As the western world goes to into January detox-mode, Kwik Fit is offering a refreshing alternative to the kale-obsessed wellness advice dominating the health and fitness media. The tongue-in-cheek tone of the campaign shows that Kwik Fit doesn’t take itself too seriously. This approach injects emotion and a sense of humour into a functional brand. This will in turn help customers feel an emotional connection to Kwik Fit and help it stand out within the category. One could argue that a car servicing company has no business talking about fitness, but Kwik Fit gets away with it by tying the major elements of the campaign back to the brand. Both the title and the involvement of tyres in the exercise routine make the campaign appropriate. And the unlikely nature of the campaign makes it all the more PR-worthy.' 

Check out our Christmas video for Kwikfit