Adrian J Cotterill, Editor-in-Chief
Fitness chain Gymbox is turning to the public to crowdsource the creative for its latest out-of-home advertising campaign celebrating London’s hedonistic lifestyle.
The ‘Made for London Life’ campaign, which launched earlier this year, champions Londoners who live to burn the candle at both ends. It features a series of humorous lines poking fun at the capital’s notorious work hard, play hard culture.
Now Gymbox has put out a call across social media, asking Londoners to submit their own cheeky lines that could end up emblazoned on billboards around town.
The crowd-sourced creative lines will then be reviewed by Rory McEntee, Brand and Marketing Director at Gymbox and the Gymbox creative team, with the disruptive gym brand committing to putting the best copy up on a real-life billboard in London.
Rory told us “We were blown away with the response of the campaign earlier this year and we were inundated with suggestions on new lines. As I’ve maxed out the budget for the year already, I thought let’s open it up and see if the public could come up with a better campaign than we did. I think the results speak for themselves but I’m not sure the media owners will enjoy them as much as me! Let’s see how many we can feature on OOH billboards”
The activity follows its campaign earlier this year after a survey of 2,000 gym members, which identified London gym goers’ favourite activities outside of exercising, with dating (34%), clubbing (32%) and eating out (15%) topping the list.
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