I wanted to bring Planet Fitness's affordability to the forefront of my campaign. By targeting a cost-conscious consumer, Planet Fitness can benefit from many American's typical New Year's resolution to lose weight, gain muscle, and simply get in better shape. The primary target is a younger group of M/F 18-25 who aren't willing to spend hundreds of dollars on a gym such as LA Fitness.
The USP is Planet Fitness's 12 3 Special, which correspond with the first three month's of the year, January, February, and March. The use of a QR code is a great way to track ROI in addition to getting people's attentionin a poor economic climate.
Typography = Avenir Light, Avenir Heavy & Avenir Book
I used this particular typeface because it is an extremely clean sans-serif that has a good range of weights. And since the ads are centered on weight loss and muscle gain, Avenir's wide-variety of weights proved to be useful. The clean sans-serif also contrasts with the ads' overall textured aesthetic.