Fitness First: OOH can be good stimulus for talk value

I like seeing good creative with good consumer insights getting talk value online. This is an example of an OOH campaign that had strong contextual placement and consumer engagement as stimulus for Propgation. The innovative guerrilla marketing campaign in Rotterdam for Fitness First is made by Marco de Jong, Thijs Bontje and Jurriaan Noij of Dutch creative agency N=5 in Amsterdam.

Paul Van Veenendaal of LaComunidad wrote a great post on the Viral Blog about this campaign:

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.

Comments

[ben]

I always weigh myself naked. Do you think this would be a problem?

[Griffin Farley]

I think that is why the media buy is only during the Winter... it deters people from getting naked when it's so cold :)