Goals and objectives
MOVA is one of Norway’s largest fitness and workout chains, yet public awareness of the brand was remarkably low. With around 80 studios across southern and central Norway, MOVA’s mission is to be a gym for everyone—regardless of fitness level or starting point. The brand offers drop-in studios, staffed fitness centers, group classes, and personal training services. As MOVA continued expanding its footprint, it became essential to communicate its identity, values, and offerings to a broader audience. Prior to launching the campaign, a brand metrics survey revealed that only 17% of the population was aware of MOVA—a figure that underscored the urgency of a comprehensive brand awareness strategy.
Surprising Insights
The campaign revealed the surprising power of regional media in elevating a relatively unknown brand. Readers responded strongly to personal stories and community-focused content, highlighting the importance of emotional resonance in fitness marketing. The significant increase in brand awareness validated the strategic decision to prioritize local engagement over broad, national campaigns.