Basic-Fit is the largest fitness brand in Europe. However, their ambition remains high. Where previously 'basic' referred to a foundation of equipment, it now signifies the goal of making fitness a basic necessity for everyone.

With this intention, Basic-Fit wanted to work on a plan to further expand the brand among a target audience with ample opportunities. They preferred to do this through a brand partnership, building the brand in the long term. The main purpose is to enhance the brand image of Basic-Fit among the target audience of women aged 16-54 in Flanders, Belgium.

An exclusive partnership was entered into with Flair, in which Romy Schlimbach played a significant role as an influencer.

We invented the 12-week challenge, where we consistently examined the excuses everyone struggles with to avoid exercising. Why 12 weeks? Because it takes 12 weeks to establish a routine. Together with Flair and Romy, we tackled a number of excuses to demonstrate that you actually don't need excuses and that it's so easy to make fitness your foundation.

We went for the full media mix: print articles, online content articles with video content, and as the cherry on top, an editorial podcast consisting of 5 parts, in which Romy, among others, also shared her story.

Additionally, Romy regularly updated her own social media channels with posts where you could follow her journey, her very own 12-week challenge.

...are remarkable!

This extensive campaign resulted in branded stories in both print and online formats, allowing Flair readers to follow the 12-week journey.

We began with a kick-off featuring the well-known street talk videos on flair.be, where readers were asked about their excuses. Subsequently, for 12 weeks, readers could discover how they too could make fitness their foundation.