#ExperienceRedefined
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Objective
Repositioning Europe’s most premium lifestyle club valued at 1.3billion pounds, in India
Problem Statement
Weak initial positioning of brand in India with a perception that it is just another gym due to “Talwalkars”
in the name + expensive membership starting at INR 1L per year
Idea
#ExperienceRedefined
The approach was to stop the comparison between number of amenities between clubs and focus
on the experience provided by a global luxury brand.
Interactive newsfeed smartapps, dynamic landing pages and creatives across mainline
and digital helped establish the pillars of David Lloyd Clubs - Leisure, Family, Fitness, Business & Racquets
Results
- We were able to get 300+ memberships with 7 lifetime memberships as well,
even before the gates to the club opened.
