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22/03/2009 by
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Fitness First: Weighting For The Bus

Fitness First wanted to drive membership to its gym chain in the Netherlands at the time of the year when people were looking to lose weight and tone up in time for summer.

fitnessfirst_rotterdam

Unsuspecting commuters are faced with viewing their body weight in bright lights

When people are trying to fit more exercise in their life, they are always told to start walking to work or get off the bus a few stops earlier and walk. Recognising this, Fitness First decided to target people at the bus stop while they were waiting for a bus.

By teaming up with CBS Outdoor, Fitness First transformed the bus stop bench into a weighing device. Anyone who sat on the bench would have their weight calculated in kilos and this figure would then be displayed on the digital bus shelter billboard.

The innovative guerrilla marketing campaign in Rotterdam is made by Marco de Jong, Thijs Bontje and Jurriaan Noij of Dutch creative agency N=5 in Amsterdam. The work echoes work done by Electrolux last year where a billboard measured the level of noise in the surrounding area.

Source: CMD Global

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