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BRICK / Work It Out, Doll!

by Contagious I/O

This story originally appeared on Contagious I/O, our customisable research platform featuring the world’s most innovative, creative and effective campaigns and marketing ideas

Gym motivates new members with customised fitness plans in nesting dolls

BRICK, a group class gym facility, has launched a campaign to help new members reach their fitness goals.

To create The Fit Nesting Doll, BBDO New York worked with the insight that people join the gym for different reasons and nearly 80% of those who start at the beginning of the year quit within five months. The result? A progressive five-month workout plan in the form of 3D-printed nesting dolls.

The dolls, composed of five figures, represent each stage of the customer’s progress (i.e. from overweight to slim). A USB drive hidden in the final layer includes the member’s workout plan. Artists from around the world helped design the dolls to reflect each workout goal.

The campaign is supported by print, social ads and a dedicated microsite where people can find more about each program and read members’ stories.


Contagious Insight / 

Do it again / In his book Making Habits, Breaking Habits: Why We Do Things, Why We Don’t, and How to Make Any Change Stick, psychologist Jeremy Dean cites an influential study from University College London that gives a more concrete answer to the elusive question of how long it takes to form a new habit.

In it, 96 participants were asked to choose an everyday behaviour they wanted to turn into a habit. Throughout the 84 day study, participants had to log in to a website and record whether they did the activity and how automatic the behaviour had felt. The research concluded that, on average, it took 66 days until a habit was formed and that there was considerable variation in how long habits took to form depending on what people tried to do. Harder activities, such as ‘running for 15 minutes after dinner’ or ‘doing 50 sit ups after morning coffee’ are likely to take longer to become a really strong habit, compared with activities such as ‘drinking one glass of water after lunch’, which didn’t require that much effort.

Here, The Fit Nesting Doll’s five-month program could be the extra nudge new members need to stick to their activity of going to the gym and decrease dropout rates.

Keep going / The campaign uses multiple motivating factors to keep new members on track. Visualising the progress through the different layers of the dolls shows not only how much the members have gone through but also how much of the program they have left. In addition, the online hub and member’s stories show that there’s a group of people working towards similar goals.

The Fit Nesting Doll


This story originally appeared on Contagious I/O, our intelligence tool featuring the most creative and effective ideas in marketing from around the world. I/O helps anyone in the world of marketing understand why brands are innovating, how they're doing it and with what success.

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