The latest in a long line of attention-grabbing campaigns from London gym group Gymbox is challenging Londoners to get moving and race against each other in the street.
Created by Pablo, ‘Start Line’ is an interactive OOH which reminds passers-by of the fitness brand’s core ethos – that working out should be as much fun as going out.
The new streetside challenge – which consists of a start and finish line spread across two billboards – encourages Londoners to take the opportunity to get moving and grab a cheeky workout in the form of a 10-metre dash as they go about their day.
It follows on from a spin-the-wheel activation earlier this week which gave Londoners the chance to win ‘Practice Safe Sets’ condoms, making sure they’re safe while burning those extra calories.
Gymbox will be at the billboards with a velocity speed gun so people can see how their speed fares against their friends, as well as measuring themselves against the qualifying times of Olympic and Paralympic 100m sprinters. Results will be shared across both TikTok and Instagram.
Subscribe to Marketing Beat for free
Sign up here to get the latest marketing campaigns sent straight to your inbox each morning
The idea follows on from recent YouGov research which found that a quarter of Brits think they could qualify for the 2028 Olympics if they start training today. Even more incredibly, 6% of those surveyed (400,000) think they could qualify for the 100m sprint.
Who said we were a nation of pessimists.
“Gymbox is the gym where anything goes – whether you’re aiming for Olympic glory or just want to feel great in your own skin,” said brand and marketing director Rory McEntee.
“No hang-ups, cliques, pressure or hassle; we’re bringing that energetic, no-pressure ethos to the streets of London. For the mirror, for your happy hormones, for a laugh, for best results, train your way and if that involves a quick 10-metre dash while going about your day, we’re here for it.”
Pablo executive creative director Dan Watts added: “We’ve loved working with the team at Gymbox to bring to life the spirit of their brand – the antidote to boring gyms – with this activation that shows that even on your morning commute you can get the blood pumping and have some fun at the same time.”
Positioned just outside the Arsenal Emirates stadium, the Gymbox billboards went live yesterday and will be in place until 24 September.
