TitleBillboard work-out
BriefWe all want to be beach ready by the time it's summer. But to get people really ready, they need to get moving. That’s why Basic-Fit - the biggest fitness brand in the Netherlands and Belgium - turned the Get fit for summer campaign message into a workout.Special movable billboards were placed in 6 of the busiest city centers in Belgium and the Netherlands. The billboards were equipped with sport handles and a how-to-carry-guide. Everyone was invited to grab a handle and work their way out to the nearest Basic-Fit gym to redeem a free gym membership.Fitness enthusiasts from both countries carried Basic-Fit’s message through the city centers. The first journeys were recorded as a kick-off video announcing where the billboards would pop up next. The videos were spread online on Facebook and Instagram, where our audience spends most of their time. Each time a billboard would appear in the city, local media revealed the spot where the billboard could be found. Across all cities, passers-by shared the billboard on their social media as they moved through the streets. Those who missed out on the real-life billboard could play the ‘Get Fit for Summer’ online game. Pick a character and carry a digital billboard as far as possible to set a high score. High scores won a 1 year membership and all participants got a free 1 day pass to turn their digital efforts into an actual workout. With just a few billboards we reached over 1,1 million people and handed out over 27,000 day passes and memberships.
Agency
Campaign Get fit for summer
Advertiser Basic-Fit
Brand Basic-Fit

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Media Type Outdoor/Out of Home
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Creative Director J..n .e V...s Subscribers Only
Creative Director R..e V....ng Subscribers Only
Copywriter An.....ro H....ts Subscribers Only
Art Director P..L ..N U..N Subscribers Only
Strategy Director M....el ..n ..n B...de Subscribers Only
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