‘Wait Training’ campaign launches video content on Facebook and YouTube
In an effort to get a million people moving more by 2020, MediaCom and Suntory have harnessed a new and innovative means of utilising digital out of home.
‘Wait Training’, which was developed by creative agency Grey London, as part of its wider ‘Made to Move®’ campaign for Suntory’s Lucozade Sport, features a bespoke bus shelter in Manchester, installed with live streaming capabilities. The shelter facilitates live fitness sessions with a trainer, motivating unsuspecting ‘waiters’ at the bus stop to join in with the session and be rewarded with a Lucozade Sport Body Fuel or Low Cal dispensed at the shelter.
Reactions from this live activation, which has been produced by DOOH and Kinetic, have been filmed on location, with the content being shared socially via Facebook and YouTube from today.
Dominic Goldman, ECD at Grey London, says: “To reinforce the campaign idea ‘Made to Move’ we’ve created a nice bit of fun to get unsuspecting people moving when they’d typically be sitting down waiting for a bus, to then sit down again on a bus later. More entertainment than a typical ad.”
Kay Bartlett, Brand Manager at Lucozade Sport says: “We’re really excited to launch the new Made to Move campaign, a mission to get the nation moving more – one element of the campaign will showcase the world’s first bus stop fitness session which will encourage the unsuspecting public to use their time standing at a bus stop for movement. Converting a bus stop shelter into a live interactive exercise area, whereby a trainer will encourage the British public to take part in a variety of exercises from Zumba® to boxerciseBoxercise®, shows that we are committed to achieving our target of getting one million people moving more by 2020.”
David Munt, Business Director at MediaCom, adds: “It was really exciting to bring to life a brand purpose in such a direct and innovative way. Lucozade Sport is all about getting people moving and we’re thrilled to have been able to do this, in such a physical way.”