Ahead of launching upto sixty of PureGym's new sites across the UK we were tasked with finding an experiential solution to promote the brand's rapid expansion and USP's to consumers through a nationwide roadshow, titled #BringYourIncredible.
The team at PureGym wanted a highly engaging and physically impactful brand experience to capitalise on and reflect their ethos and culture. Allowing us the flexibility to be progressively creative with the experiential tour we sourced a 6m long jet black shipping container which was converted into a part-gym-part-social hub.
The shipping container featured three main areas -
- a branded selfie/ Gif booth where consumers would use PureGym props, including a realistic one-tonne weight, to take animated photos of themselves, tag and push them to Instagram, Facebook and Twitter
- a video voxpops area where consumers would tell us their incredible stories from saving a cat in a tree to surviving cancer, giving them the chance to win incredible prizes from a year's free PureGym membership to a dream holiday
- a magnetic motivational wall featuring 600x branded take-away fridge magnets, each displaying a different motivational PureGym quote which, when removed from the wall, revealed part of another image underneath
Visting Birmingham High Street, London Kings Cross, Manchester Piccadilly Gardens, Leeds Briggate and Edinburgh Castle Street we managed all logistics of the campaign from site bookings to health and safety, vehicles, training and staffing.
The stats read like this: 5 cities, 4 weeks, 1619 miles, 3000 motivational magnets, 57 heartfelt voxpops, 11,921 Gif engagements, 1 event manager, 20 brand ambassadors and 1 incredible PureGym shipping container tour.
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