SAN RAMON, CA -- 24 Hour Fitness kicked off its 12 Million Lives campaign by airing its first TV commercial Monday night during the FOX broadcast of “House.” The campaign stars 24 Hour members who have overcome personal challenges through fitness.
The 60-second commercial that aired Monday night featured a Utah woman who lost more than 130 pounds and regained her self-confidence. A total of six 24 Hour members from a variety of backgrounds will be featured in the campaign, which is supported by the Web site www.12millionlives.com. (The company claims it has helped more than 12 million members in its 25 years.) The Web site, featuring real members and their stories, also will allow club members and non-members to enter their own weight-loss or fitness stories and photos.
24 Hour has advertised on national cable TV before, but the new campaign is a first for network TV, a company spokesperson says.
“This new brand campaign marks an exciting new chapter in our company history,” Chief Marketing Officer Tony Wells said in a statement. “We are tremendously inspired by our members, and it’s only natural for us to showcase their achievements. As we look ahead to the coming year, these real-life stories will continue to be showcased in our upcoming campaigns.”
The amount of money 24 Hour spent for the campaign was not disclosed. Brandweek.com reported Monday that 24 Hour spent $25 million on media in 2006 (excluding online) and $17 million in 2007.
Brandweek.com also noted the 2006 Bally Total Fitness reality campaign, which followed Bally members over the course of several months as they exercised and re-shaped their priorities to lead healthier lives. The campaign included a 60-second TV ad on cable networks. Like 24 Hour, Bally also had an interactive Web site.