25Fit: YouCentric Exercise

25 Fit, an exercise organization with a unique training method, required an IMC campaign targeting busy city millennials who are health-conscious but lack the time and motivation to exercise.  

Realizing the overlap of the campaign's timeline with the Tet Holiday, the identified that the "after-Tet" unhealthy lifestyle discourages the target audience from working out at home/office post-Tet. Therefore, the group introduce the theme "YouCentric Exercise," offering personalized EMS Training to meet individual's fitness goals. Due to the low awareness of EMS's functions, the IMC campaign primarily focuses on enhancing Vietnamese millennials' understanding of EMS's training benefits.