The concept line was set to be 'discovering the unknown you'. This was acknowledging the mystique that happens to those who exercise in a gym, something that only those who go there can experience. Strikingly unique visuals with a combination of beauty and humour created an image that was intriguing enough to stop the woman to read what we wanted to say. The envelope with posters of the images said 'secret club' on the outside, with a peep hole. It was about sharing the secret. The gym experience was expressed in a totally different depth of imagination that had never been tried before.

The envelope was taken home from stores and gyms, and many many women have actually taken the time to read it. This in itself is an effect of note to this audience who are very hard to capture. This effort went hand in hand with a presence in print and posters in trains. Many responded as relevant and inspiring, as evidenced by high web access and membership sign-ups to exclusive web content. This was a long term effort to start an emotional connection with the women, but took off as being more than a great start. 'We felt the bond'.