Gymbox Start Line Encourages Passersby to Try a Short Dash
Laura McQuarrie — September 26, 2024 — Marketing
References: famouscampaigns
The Gymbox Start Line billboard challenges Londoners to race one another on the street, all while driving home the message that working out should feel as good as going out. "For the mirror, for your happy hormones, for a laugh, for best results, train your way and if that involves a quick 10-metre dash while going about your day, we’re here for it," said brand and marketing director Rory McEntee.
The out-of-home challenge includes a start line and a finish line across two billboards so that a 10-meter dash can be taken in between. On-site, Gymbox is present with a velocity speed gun so that people can see how fast they are versus their friends, as well as Olympic and Paralympic 100m sprinters.
The concept for this billboard followed YouGov research that found that a quarter of Brits are confident they could qualify for the 2028 Olympics if they started training today.
The out-of-home challenge includes a start line and a finish line across two billboards so that a 10-meter dash can be taken in between. On-site, Gymbox is present with a velocity speed gun so that people can see how fast they are versus their friends, as well as Olympic and Paralympic 100m sprinters.
The concept for this billboard followed YouGov research that found that a quarter of Brits are confident they could qualify for the 2028 Olympics if they started training today.
Trend Themes
1. Interactive Billboards - Enhancing consumer engagement through physical interaction, these billboards transform advertising spaces into active participatory zones.
2. Fitness-inspired Marketing - Bridging everyday activities with fitness challenges encourages both brand interaction and a healthier lifestyle.
3. Competitive Street Activities - Public spaces used creatively for competitions foster community involvement and brand visibility.
Industry Implications
1. Outdoor Advertising - Utilizing innovative campaigns that make use of public spaces and tactile experiences can drive more dynamic consumer interactions.
2. Health and Fitness - Merging fitness challenges with daily routines positions the industry at the intersection of wellness and convenience.
3. Sports Technology - Integrating velocity and performance tracking into public activities provides real-time feedback and gamifies the fitness experience.
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