A self-styled, copy-based quirky out of home campaign in the UK called ‘100 Classes’ by Gymbox seeks to drive awareness and memberships through the New Year and reinforce its unconventional positioning.
Created by agency BMB with media was bought by the7stars and Jack Media, the outdoor executions read a little like bites of conversations which would sound odd and out of place anywhere – except for in Gymbox.
Launched at the start of the New Year, to leverage the annual start of the year fitness drive, the playful poster campaign celebrates Gymbox’s mission to ‘make gym life less predictable, more unusual and more fun’.
Positioned as being ideal for those seeking unorthodox and fresh ways to get fit at the start of the year, the copy headlines read like snippets of eclectic chat whilst weaving in some of the leftfield classes the gym chain offers (such as Drill Sergeant, Hangxiety, Suspenders and Beastmode).
The creative drives home a message that some things only make sense at Gymbox and suggests that Gymbox members speak their own special language: one which sounds a little strange to outsiders, but make perfect sense to members.
The structurally simple, copy based creative makes us of the the brand’s signature corporate colour scheme, to create eye-catching posters inviting people to join Gymbox and become fluent in over 100 classes.
The posters span gym sites, social media and OOH locations across London from Monday 10 January and will run through the year.
“Gymbox is not your typical gym, it has a sense of humour, for a start. Our members are serious about fitness and serious about fun, so we run an unusual combination of classes to make sure they never get bored,” explained Gymbox Brand and Marketing Director Rory McEntee. “This playful campaign perfectly encapsulates the brand’s mischievous side. Featuring some of our most popular class names, these headlines wouldn’t sound out of place being spoken by any of our members. It’s fair to say, some things only make sense at Gymbox.”
BMB CCO Matt Lever added: “Everyone wants to learn a new language in January and we’ve got one that’s far more interesting than conversational French. Because when you speak the language of Gymbox, you become fluent in some of the most exciting and unusual exercise classes London has to offer.”
The campaign was created for Gymbox Brand & Marketing Director Rory McEntee by a team at agency BMB which included CCO Matt Lever, Creatives Will Marsden and Jordan Down, Head Of Strategy Mel Arrow, Business Director Matt Bonny, Planner Amy Bowker and Designer James Wakefield.