Get fit for summer

Moveable billboards were placed in busy city centers. The billboards invited groups of people to carry it to the nearest Basic-Fit to redeem it for a one year subscription to Basic-Fit.

Young millennials (20-25y), Basic-Fit’s target audience, are notoriously prone to changing their mind and very easily switch to different a gym or simply quit. However, research has shown that people who go pursue their fitness targets together with friends are more likely to persist with their fitness regime. That is why Basic-Fit has positioned itself as the gym where its members can work out together. At Basic-Fit you can share your subscription with your friends at any time at any Basic-Fit gym to reach your #squadgoals together with your friends. We wanted to offer our audience a significant challenge that could only be completed together with others.

Additional

Our activations reached 80,000 people on the streets of the Benelux in just 6 days. The kick-off film was viewed more than 700,000 times organically and shared on the biggest sports and lifestyle pages on social media. Passersby shared the activations on Facebook and the ‘Get Fit for Summer’ online game was played almost 50,000 times. At the end of the campaign, Basic-Fit gave away 54 free memberships and motivated over 1 million people to ‘Get Fit for Summer’.

We turned our campaign message into an actual workout our audience could only do with the help of their squad. In different cities in the Benelux moveable billboards were placed in busy city centers. the billboards invited people to carry it to the nearest Basic-Fit to redeem it for a one year subscription to Basic-Fit. For each billboard you needed at least 4 people and it had to be carried throughout busy city centers.The first journeys were recorded as a kick-off video to announce where the billboards would pop up and spread nationally on social media, where our target audience spends most of its time. With each new billboard, local media revealed the spot in the city where the billboard could be found and when it moved through the city, spectators shared it on social media.Those who missed out on the real-life billboard could play the ‘Get Fit for Summer’ online game and help their character carry a digital billboard as far as possible. The highscores received a free subscription.

Every summer, the fitness industry rolls out campaigns, ideas and activations to capture a part of the summer crowd wanting to get beach ready. Only this year, things were different for Basic-Fit, the market leader in Belgium and the Netherlands. Since its inception the brand had grown immensely and captured the bulk of the market. Most fitness enthusiasts were already a member of Basic-Fit. So the only path to growth was frequency and loyalty and not penetration. However, most new customers weren’t likely to stay more than a few months. This new challenge needed a new sort of idea, one that got new customers to Basic-Fit gyms, but only those that were motivated enough to stay.

jury feedback

MEDIA / BRONZE

This entry showed how simple a good idea can be. We almost felt our own muscles tense. Simply funny, clever, and on brief.