Momentum helps fitness fans firm up for summer

Cereal Partners Worldwide (CPW) has launched an online fitness trainer created by integrated agency Momentum to help customers get fit for summer.

Body Zone Coach, which launched across 15 European and Asian markets at the end of April, offers Nestle Fitness customers a tailored workout programme to train specific parts of their bodies according to their requirements.

Users can set targets and measure their progress through a simple, easy to use online application.

Individual users register with Body Zone Coach by entering a unique code found inside special packs of Nestle Fitness.

As they progress through their training programme, they are then able to unlock new programmes and content.

The online trainer is the latest work created by Momentum's recently expanded CPW team.

Previously, the agency developed an online Fitness Diary, a Virtual Trainer, and, most recently, a digital Meal Planner.

These promotions have been designed to match Fitness' health positioning and to appeal to the brand's core female audience, and have enjoyed redemption levels far above projected targets.

Commenting on the launch of the campaign, Momentum's Group Account Director for CPW, Andrew Hinsliff, said: "The thinking behind this promotion was that no two people have exactly the same workout needs.

"Body Zone Coach taps into the individual aspirations of Fitness customers to improve their body in a specific way that matters to them.

"Early results suggest that this custom-built approach has helped us to really connect with our audience".

Body Zone Coach has been developed as part of the long-standing 360-degree McCann Worldgroup relationship with CPW, with Momentum being partnered by McCann Erickson, FutureBrand and MRM.

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