I finally got the chance to put flesh on the sketch and prepare the finished artwork conceived during three days of intensive sessions in one of the Master of Advertising subjects as a group assignment. I now went the extra mile to turn one of the sketches into a finished layout that conveys the idea in an easy-to-understand and pleasant manner. All the images used in this layout are accessed from Adobe Stock.

Course: Master of Advertising 

Subject: COMM2678 Creative Advertising Campaigns

Group assignment team members:

Ritvij Gulati

Lalit Chadha

Opas Dharmpipit

Arif Khan

Adeline Huang

Campaign Proposition:

RMIT Gym Exclusive to RMIT Staff

We were tasked with coming up with a campaign idea to promote the Campus Gym membership to the RMIT staff. After three days of deliberation and various creative exercises in the watchful eyes of advertising professionals from leading advertising agencies in Melbourne, we devised three campaign ideas to promote the Campus Gym membership to the RMIT staff.

Below are the three creative directions presented to a panel of judges as part of our campaign pitch.

1. Value for money

The idea behind this advertisement is to communicate the affordability of the services offered by the RMIT gym. These services include world-class fitness equipment, personal trainers, and a clean and hygienic environment. People prefer to stay away from fitness, thinking these facilities come with a hefty price. This advertisement aims to break this perception and let the target audience know that offering RMIT standard gym service is as affordable as buying your favourite food.

Based on the concept of psychological pricing, the gym membership fee is broken down to a tentative per day price the RMIT gym offers. It creates a positive impact in the minds of the customer in regards to the membership fee, and the gym fee looks more affordable by comparing the average gym cost per day with one of the favourite foods here in Australia, a burger. In this case, the advertisement passes the message of affordable gym services to the target audience. The tagline complements the objective and communicates the RMIT staff's tax benefits associated with the gym membership.

2. Be part of a community

Public gyms are open for anyone and everyone to use and hence filled with strangers, whereas the RMIT Gym is exclusive to RMIT staff. Therefore, at the RMIT Gym, there are a lot more opportunities for all its staff members to get to know each other and do their exercise in a relaxed environment. Since the gym facility is for the RMIT staff only, it provides a platform to meet with other staff members of the university from other faculty or any other department, which they would not have come across otherwise. Similarly, staff members can have a joint exercise goal and could be encouraged to achieve having a gym buddy for motivation.

Using the wrapped image shows the flexibility of balancing the work and workout during the day. It is presumed that exercise is a routine and a lifestyle. Through the interviews with the RMIT staff, we found out that the location of the RMIT Gym provides convenience and flexibility to link WORKOUT to their WORK routine.

It is the preferred direction for this campaign since the RMIT gym facility provides flexibility to staff members to utilise their time wisely. They can access the gym before they start work or the free time available during the day. The gym's opening hours are 6:30 am - 8:00 pm, Monday to Saturday.

This is the idea I have now further developed with the permission of group members to create the finished layout that you can see at the start of this page. This was one of the most exciting learning activities I enjoyed. A big thank you to all the group members for their valuable contributions.