David Lloyd Leisure

Setting up a DVD Amnesty to Forget the Fad

We helped David Lloyd cut through the ‘New Year, New You’ noise to position the company’s Your Health and Fitness programme as the antidote to fad diets and fitness regimes.

Drawing on customer insights that showed even those who own celebrity fitness DVDs don’t believe they work, we helped launch a #DVDAmnesty inviting people to trade their unwanted fitness DVDs for a seven-day pass at David Lloyd. News of the initiative was picked up in national news, including the Daily Mirror and Daily Mail and reached over 4.2 million listeners on radio.

The campaign was supported by a programme of media and blogger trials, resulting in features in The Guardian, The Times and across multiple lifestyle magazines. 10% of those consumers who took part in the DVD amnesty went on to join a David Lloyd club.