your reason Y
Scan
The YMCA of the North competed in a fitness category defined by sameness. Competitors outspent them 10 to 1 on ads featuring fancy amenities that the Y just didn’t have.
Spot
People’s reasons for joining a gym are as personal and varied as people themselves. Fear of bears. Donut guilt. Jeans that don’t fit anymore. Those real, specific, sometimes ridiculous motivations were stronger storytelling than any facility feature.
Rally
A multimedia campaign asked “What's Your Reason Y?” TV, digital, social, radio and #MyReasonY invited people to think about their own reason for wanting to join the gym. For a fraction of the competition’s budget, the work kept winning.
01 / 06
“Meerkat has literally helped us recruit millions of new members. With their help, we have consistently exceeded our membership goals and are the most successful YMCA chapter in the country. Best of all, it’s work our staff and team are proud of and engaged in.”
Bob
Chief Experience Officer, YMCA of the North
