| 标题 | McFit vs. FC Bayern Munich (Film) |
| 广告公司 | HeimatTBWA\ |
| 广告战役 | McFit vs. FC Bayern Munich |
| 广告主 | McFit |
| 品牌 | Mcfit |
| Posted | 6月 2010 |
| 产品 | Fitness Studio Chain |
| 行业领域 | 消费者及公共服务 |
| 剧情简介 | SUMMARY: With over 100 locations and 800,000 members, McFit is one of the top 5 fitness studio chains in the world. However, McFit aimed at increasing the number of members in Germany and Austria. As part of the highly-regarded charity telethon "Ein Herz für Kinder" (A Heart for Children) at the end of 2008, McFit made a bid on a soccer match: A match versus FC Bayern Munich Germanys most successful soccer club. McFit created the fictional character "Kalli Kasuhlke", played by the popular German comedian Oliver Pocher. This comic creation generated the anticipated interest: with support from SAT.1, Germany's second largest private station which is also broadcast in Austria and Adidas, McFit turned the match into a cross-media event with a Champions League feel. The promotion started with a recruiting phase a search for players to represent the McFit Allstars team. The phase generated attention with a promotional website as well as a trailer on the McFit channel broadcast in the fitness studios. The initial success: 2,500 participants sent in their own video applications. The McFit YouTube channel became the most viewed channel in Germany and the popular press also spontaneously started reporting on the campaign. Media interest grew. The second phase of recruiting was done in the form of a specially created elimination show on German/Austrian SAT.1. A massive number of stars and amateur soccer players fought for a spot on the team in front of a panel of professionals during peak viewing hours on Saturday night. The ratings for the four shows achieved an unexpectedly high number of viewers, with around 2 million people tuning in per episode. The high point of the promotion was the event itself the soccer match, which was held on July 25, 2009, attended by more than 50,000 paying spectators in Schalke 04's stadium in Gelsenkirchen and watched by 3,56 million viewers. In the end, the growth in membership during the promotion was nearly double the average rate of growth for all competitors in the market. McFit recorded a 23.1% increase in membership for 2009 and the numbers continue to increase, meaning that McFit will be the top fitness studio chain in Germany/Austria in revenue for the first time ever in 2009. |
| 媒体类别 | 案例研究 |
| 市场 | 奥地利, 德国 |
| 客户总监 | Mark Hassan |
| 创意总监 | Myles Lord |
| Account Manager | David Wilvert |
| 创意总监 | Ole Vinck |
| Head of Brand Management | Björn Schultheiss |
| Head of Marketing | Anja Tillack |
| PR | Susanne Fahim |
| Marketing | Nathalie Schirmer |
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