Weight For the Bus: Fitness First Guerrilla Marketing
That's really my weight?! Everyone can see your weight (in kilos) as you sit on the bus stop bench to wait for your ride. Fitness First designed this intricate and high-tech guerrilla advertisement to promote health and increase memberships to their gym.
By using new technology, Fitness First installed a scale on bus benches that would publicly display the weight of the individual sitting on the bench. On the side of the bus stop enclosure, the digital numbers of the commuter's weight and the Fitness First logo are paired together. It seems as if this company is saying "Not happy with your weight? Join our gym!"
This campaign utilizes advanced technology with conventional billboards in order to convey the message of self-improvement through the delicate art of self-shaming. Emotion and physicality of the targeted individual are used in order to promote business.
The European company saw an increase in memberships and, perhaps, a decline in individuals sitting down at bus stops.
