Title	GET FIT FOR SUMMER
Brand	BASIC-FIT
Product/Service	GYM
Category	B02. Use of Ambient Media: Large Scale
Entrant	XXS AMSTERDAM Schiphol, THE NETHERLANDS
Idea Creation	XXS AMSTERDAM Schiphol, THE NETHERLANDS
Media Placement	ABOVO MEDIA Hoorn, THE NETHERLANDS
PR	WE ARE FIRST Amstedam, THE NETHERLANDS
Production	XXS AMSTERDAM Schiphol, THE NETHERLANDS
Production 2	MADE FOR DIGITAL Amsterdam, THE NETHERLANDS
Production 3	GOED BEZIG PRODUCTIES Amsterdam, THE NETHERLANDS
Production 4	J.U.I.C.E. PROMOTIONS Amsterdam, THE NETHERLANDS

Name	Company	Position
Paul van Uden	XXS Amsterdam	Creative
Anne-Maro Huberts	XXS Amsterdam	Creative
Michael van den Brande	XXS Amsterdam	Strategy Director
John de Vries	XXS Amsterdam	Creative Director
René Verbong	XXS Amsterdam	Creative Director
Marthe Driest	XXS Amsterdam	Project Manager
Pieter Bokhorst	XXS Amsterdam	Sound & Visual Producer
Robbert Boom	XXS Amsterdam	Producer
Robert-Jan Hoesman	XXS Amsterdam	Design Director

Why is this work relevant for Brand Experience & Activation ?

While billboards usually pushes a message to our audience, we asked them to carry the message through the biggest cities in Belgium and the Netherlands. The Basic-Fit ‘Get Fit for Summer’ billboard turned into a real live workout when our audience was asked to “bring this ‘Get Fit for Summer’ billboard to the nearest Basic-Fit and get a free membership”. The activation generated interest both in the cities where the billboards were placed as well as online where a video of the activation got more than 700,000 views.

Background

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 enthusiast were already a member and 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.

Describe the creative idea

We all want to be beach ready by the time it's summer. But to get people really ready, they need to get moving. So we turned our campaign message into an actual workout our audience could only do with the help of their squad. ‘Get Fit for Summer’ billboards are equipped with sport handles and give the billboard its extra workout feature. Read the easy instructions and work out your way to the nearest Basic-Fit gym. The billboard weighed 60 kgs and had to be carried by 4-6 people. From billboard to nearest Basic-Fit gym was a 30 minute work-out walk. In different cities in Belgium and the Netherlands moveable billboards were placed. People were invited to carry it to the nearest Basic-Fit to redeem it for a subscription to Basic-Fit. Fitness enthusiasts from all corners of the two countries carried Basic-Fit’s message through the city on a billboard.

Describe the strategy

Young millennials (20-25y), Basic-Fit’s target audience, are notoriously prone to changing their mind and thus switching to different gyms or simply quitting. 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.

Describe the execution

The ‘Get Fit for Summer’-billboards were place in 6 of the busiest city centers in Belgium and the Netherlands with instructions to bring it to the nearest Basic-Fit gym. The first journeys were recorded as a kick-off video to announce where the billboards would pop up in the rest of the country and spread nationally on the media our audience spends most of its time: Facebook and Instagram. Each time a billboard would appear in the city, local media was bought (and earned) to reveal the spot in the city where the billboard could be found. Every time a billboard was walked through the streets, it would be filmed and shared 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 also received a free subscription.

List the results

Our activations reached 80,000 people on the streets of the biggest cities in Belgium and the Netherlands in just 6 days, which is almost 2 times more than a stationary billboard. 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’.