Someday Studios was tasked with driving activation-based awareness that directly tied into THE TRIP and resonated with a younger target market heavily influenced by social media to encourage them to trial the programme, share their experience and ultimately sign up to memberships.

Our approach was to recreate the ‘f**k this is cool” moment we often see in clubs when people first experience THE TRIP – outside Les Mills. We set out to create a transferable and scalable idea to activate THE TRIP in Auckland and Wellington Central giving people an epic unforgettable experience that was ‘instagrammable’.

Someday Studios developed a ‘live’ THE TRIP experience, partnering with legendary Kiwi drum and bass duo PDigss and Sambora to put on a live DJ set to one of the TRIP LIVE releases. This public facing event meant that anyone who was interested, could come along - member or not.

The result was an overwhelming response from attendees, both existing members and those who hadn’t entered the club before, and was accompanied by a groundswell of social coverage. It reignited the love for THE TRIP for members, and motivated significant sign ups from those who didn’t know what they had been missing out on.

Someday Studios continues to work with Les Mills New Zealand on a project basis to generate highly-executed content and activations that have the ability to reposition Les Mills as being for everyone - not just those hard-core gym types who have had a membership for years.