The Gym Group – launching a new membership benefit

Our first creative brief for The Gym Group was to promote the launch of the Hydro+ rehydration drink to selected members of their gyms.

The campaign involved sending members two personalised emails. The first teaser email introduced this new membership benefit, explaining the rehydration advantages of Hydro+.

The second launch email followed the installation of the Hydro+ kiosk at their gym. This reiterated the benefits and explained how easily they could sign up for unlimited access to Hydro+ during their next visit. This was essential as there was no online sign-up option.

We tested alternative subject lines on both emails and the best performer achieved a 34% open rate.