Disruptive fitness brand Gymbox is taking on its competitors with a boldly tongue-in-cheek Google search campaign launching today (22 May).
The London-based gym company has hijacked online ads by Virgin Active, ClassPass, PureGym and Third Space, with specific copy related to each gym, placing paid-for advertising with tailored copy above each of its main competitors.
When users search for ClassPass for example, they will first be greeted by an ad reading: ‘Join Gymbox and you’ll never skip a class again’.
Similarly, when searching for Virgin Active, users will see another ad sitting above the organic search results, reading: ‘Gymbox: Perfect for first timers and seasonal sadists alike’.
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“We’re reminding anyone looking to join a gym that Gymbox is the place where you can have a bit of fun while working out. And if we can get a little smile at the expense of our competitors along the way then what’s the harm?!” said marketing director, Rory McEntee.
“Let’s face it, PPC can be a bit bland and all about performance marketing. As the Antidote to Boring Gyms, we do things differently so thought we would shake things up a bit!”
This latest creative follows on from Gymbox’s disruptive out-of-home campaign launched for the New Year, which took on boring, placid tropes traditionally associated with gym advertising.
