Direct Mail

This is a spec ad.

The Creative Challenge

Pure Impact Boxing Gym were looking for a direct mail advertisement to increase and entice new fitness conscious clientele into the gym with a free three-day pass so that they can experience and then return or join the gym. So they want to increased sales.

They have some of the most efficient and challenging workouts available in all of Denver, with flexible training and one-on-one sessions.

The gym is open from 5am–11pm daily, and classes and sessions are available at all times. 

They also want the address to be on both sides of the post card. The tone is exciting, promotional and urgent.

The Audience

Their clientele are fitness conscious 22-38 year olds who take their workouts very seriously and are always looking for ways to optimise their workouts. They have busy schedules and need gyms that have extended hours to accommodate them. 

My Approach

My idea was to work on a double sided postcard with a cinematic central character feel to inspire the reader, and future gym member, to take up the challenge to achieve the body of the model that is used on the front cover.

The film reference is FLASHDANCE.

I also wanted to hit an aggressive and challenging campaign with the headline, ARE YOU ENOUGH OF A FIGHTER TO GET THE BODY YOU WANT? with the idea that anyone reading it would answer in their head - HELL YEAH!

The front cover is the enticement, the head line and the incredible body of the model, who is in mid boxing flow. The back of the postcard has all the details about what the gym has on offer. Again, the gym has the look of where the character worked out in Flashdance. The tone is challenging and the image used is moody and filmic.

My criticisms of the back of the postcard are that the sub head could be more punchy with two sentences and not one as follows:

CHALLENGE YOURSELF WITH OUR FREE 3 DAY PASS. SEE IF YOU CAN LAST THE DURATION.

Also, the image and the text look too busy. It could be easier to read, but I think that it gets the message across.