We undertook a number of vox pops in the vicinity of the new club to gauge the psychographic profile of potential health club members. We immediately saw that the district was ruled by board-room mentality, where even personal health was a competition. We imagined what a Holmes Place health club would look like if it was a corporate office, and explored the idea of a vertical website where participants could, quite literally, climb the corporate ladder.

The campaign achieved an overall click-through rate of 12%. 1,982 new members joined Holmes Place Berlin, generating nearly €2m in additional revenue, despite the fact that the campaign cost less than €15,000. The campaign was such a success, and the technical support so sound, that Holmes Place has now integrated the Climb to the Top competition into every new-member sign up process across Central Europe as a referral programme. One very fortunate consumer is now the proud owner of a Holmes Place lifetime membership: he truly climbed to the top.