New year, new you. Or not. Getting fitter is one of the most popular new year’s resolutions, which explains why fitness brand Gymbox is kicking off 2024 with its latest out-of-home (OOH) advertising campaign, ‘Made for London Life’.
The campaign – designed to target Gen Z Londoners – highlights some of the unique juxtapositions of London life; comparing dating, working late and the slog of daily commutes against the workouts offered by the gym brand.
Taglines tap into the ‘burn the candle at both ends’ lifestyle by comparing different activities, such as: ‘Commuter Slog, Downward Dog’, ‘Faking it at 1am, Shaking it at 11am’ and ‘Gin Fizz, Gym Rizz’ (the latter appealing to younger audiences as well as those on TikTok).
Created by agency BMB (with media handled by the7stars, Jack Agency and Man From Uncle), the campaign aims to break away from the classic ‘new year, new you’ marketing typically seen across the fitness industry.
Running across all Gymbox London branches, it is also being supported by OOH billboards in key locations as well as flyposting and guerrilla marketing activity across London.
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Gymbox, which is well-known for its disruptive approach to marketing, will also be investing heavily in digital, social and influencer support across Meta, Google and TikTok.
Gymbox brand and marketing director Rory McEntee says: “For our members, the gym represents only part of their lifestyle – the rest of it filled with all the chaos that makes up London life.
“Our 2024 campaign is a celebration of having balance in everyday life and continues to challenge the cliché marketing that plagues the fitness industry. It’s the perfect way to embody the Gymbox approach to fitness.”
“London and Londoners are built different,” agrees BMB head of account management Matt Bonny.
“We’re a city that is multi-faceted and this campaign celebrates that. Whether you’re in the office late or out with friends, Londoners have the unique ability to get themselves back to the gym the next day to sweat it all out.
“With Gymbox being the gym where anything goes, who better to champion the spirit of Londoners”.