Kwik Fit’s technicians had noticed that lifting hefty tyres on a daily basis had led to improved strength and fitness.

We thought we could tackle the post-Christmas fitness agenda with a smart and witty campaign that would help customers as well as generating fame and brand love.

Seeking to capitalise on the annual January health frenzy, our idea was to launch a no-nonsense fitness regime – an antidote to faddy diets, expensive gym membership contracts and celebrity work-out DVD’s.

We brought in fitness coach Mikah Simpson to develop the ‘Fit Kwik’ work out regime.

We launched the no-frills exercise regime in a London outlet - each session would last 30 minutes and run on weekends throughout January.

We would then roll-out across the nation using local trainers.

We created a newsworthy package of assets that would grab the attention of editors, alongside plenty of sharable content for use on social media.

We created a witty campaign video bemoaning faddy workout plans, protein shakes and hysteria around ‘superfoods’ like Kale.

Plucky technicians participated in a bare-chested photoshoot in homage to the iconic Herb Ritts portrait “Fred with Tyres.”

A microsite was created where customers could sign-up for classes.

We wanted to extend the idea so people could join in from home so we created workout videos and downloadable charts (made available via social media channels) demonstrating the different exercises.

Tier 1

Within hours of announcing Fit Kwik – all the London classes were fully booked and we were inundated with media requests from journalists keen to try it out.

Following high demand for the sessions, we then launched Fit Kwik in Edinburgh and Birmingham – landing front-page coverage in local newspapers as excitement spread across the country.

The campaign is now rolling out to centres across the UK.

Tier 2

2.2 million Twitter impressions,

1.5 million video views

50 pieces of major media coverage

Tier 3

Traffic surged on KwikFit.com and positive brand sentiment towards the company increased by over 20% during the campaign (source: Kwik Fit brand tracker)

Kwik Fit’s Twitter and Facebook feed were buzzing with messages from grateful customers.

Dhiren Master, Marketing Director said “Fit Kwik was a phenomenal success for us, capturing the imagination of the media, customers and our staff. It massively exceeded all our expectations.'