Daemon 2iC’s well planned strategy, effective communication,

implementation and review ensured that all Key Performance

Indicator were exceeded.
Steve Pettit
General Manager – Product and Marketing, Zest Health Clubs

Zest for Life Campaign

Daemon 2iC delivers an integrated campaign to excite the media, build community
relationships at a grassroots level and maintain the positive reputation for
Zest Health Clubs.

Challenge. Strategy Results

In 2007, Zest launched a new ‘Zest for Life’
advertising campaign to communicate its core
points of difference by focusing on the wellbeing
and good feelings associated with regular exercise.
Zest Health Clubs’ overarching marketing strategy
aimed to cement its positioning as a fun, friendly
gym dedicated to the overall wellbeing of its
members. Daemon 2iC was tasked to develop
and implement a public relations campaign that
delivered a fully integrated communications plan
and reinforced Zest’s brand values.
‘Zest for Life Awards’ community program,
uncovered and recognised local people who
use their Zest for Life to make a difference at a
local level. To foster community relations, entry
to the program was via nomination from another
community member.
A national, media relations ‘Zest for Life Happiness’
campaign was developed to educate people about
the role of fitness in keeping your Zest for Life
– leveraging winter as a seasonal focus.
Independent research was commissioned to gain
consumer insight and develop statistical headlines
with cut-through.
Delivered core key message in all media coverage.
Zest for Life Happiness campaign: 25 pieces of
media coverage, exceeding set KPIs by over 30%
including; 6 major metro newspapers and 14 top
rating radio interviews.
Secured coverage in every target publication (14)
for the Zest for Life Awards community campaign.
95% of target media covered the program twice.
The Zest for Life Awards will now be an ongoing
national activity for Zest.
Overall, secured 39 pieces of coverage, each
delivering minimum of 2 key messages with
consumer impressions of 2,929,704+.

Daemon 2iC – Case Study 

Daemon 2iC – Case Study