Gymbox nods to those who embrace the London lifestyle in its latest campaign

Gymbox nods to those who embrace the London lifestyle in its latest campaign

This month, London fitness brand Gymbox launched its latest out-of-home advertising campaign, illuminating what makes Londoners and their lifestyles unique.

Dubbed 'Made for London Life', the campaign juxtaposes key aspects of London life; from dating and clubbing, to working late or the slog of daily commutes against the workouts the gym brand offers.

The campaign will run across all of its gyms, as well as being supported by OOH billboards in key locations, flyposting and guerrilla marketing activity across London. Gymbox plans to invest heavily in digital, social and influencer support across Meta, Google & TikTok.

The campaign follows 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.

The survey also shed light on the less glamorous parts of London life, revealing members' least favourite aspects of living in the capital; commuting (54%), long work hours (22%), and the soaring cost of London living (13%) topped the list.

Using these findings, Gymbox aimed to capture the essence of city life through taglines celebrating the madness of dating (‘Faking it at 1am, Shaking it at 11am’), the post-club munch (‘Wings at 2am, Legs at 11am’) and the mundanity of travelling for work (’Commuter Slog, Downward Dog’). The fitness chain also developed the tagline ‘Gin Fizz, Gym Rizz’ following the addition of “rizz” to the Oxford Dictionary this year, appealing to younger audiences as well as to target those on TikTok.

Overall, the campaign hopes to position Gymbox as the ultimate playground for those embracing the city's vibrant chaos and the familiarity of a ‘burn the candle at both ends’ lifestyle.

Created by agency BMB (with media handled by the7stars, Jack Agency and Man From Uncle), the campaign aims to continue to challenge the cliché marketing that plagues the fitness industry and maintain the brand’s position as the ‘antidote to boring gyms’.

Gymbox Member Survey Results

Favourite London activities outside of exercising
Dating 34%
Clubbing 32%
Eating out 15%
House parties 12%
Nights in 7%

Least favourite aspect of living in the Capital
Commuting 54%
Working long hours 22%
London cost of living 13%
Grocery shopping 6%
Cleaning 5%

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