With X-Men becoming such a well-loved film franchise over the years, how could the release of DARK PHOENIX (based on Jean Grey’s alter ego) attract more than the hardcore X-Men fans into local cinemas?

‍

THE CLIENT BRIEF:

In the competitive film space, studios can’t rest on their laurels and the need to attract new and wider audiences is always a focus.

20th Century Fox came to us with this exact challenge, with the brief to play on the strong female-lead character’s limitless power to reach a wider cinema-going audience who wouldn’t have considered watching the latest spinoff, X-Men: Dark Phoenix.

‍

THE IDEA:

Rapport set to work with a strategy to find a brand partner that could deliver a large, nationwide audience, whilst complementing the film’s themes of energy, action and female empowerment.

Through a tailored partner process, we uncovered inclusive gym brand City Fitness as a strong fit and - luckily for us - they were more than up for joining us on a collaborative partnership journey to… Unleash The Power Within With City Fitness.

‍

THE PARTNER OBJECTIVE:

City Fitness, one of NZ’s fastest growing gym operators, needed to inject a shot of energy and motivational messaging into their Winter 2019 member acquisition campaign. Plus, they wanted to stand out from the crowd at a competitive time when people were looking to get back to the gym after the summer break.

Unleashing the power of partnerships did the trick!

‍

THE RESULTS:

Over the course of the 6-week campaign, City Fitness saw a notable uplift in conversions and traffic generated from the Dark Phoenix promotional messaging versus previous membership campaigns.

Three lucky City Fitness members got an X-Treme experience of a lifetime.

And for 20th Century Fox, the objective to reach a new audience in a relevant way was achieved in style.

‍