How would you feel if you step on a scale and the numbers are up for everybody to see? I would definitely feel self conscious. I’m not overweight but I wouldn’t mind loosing a few pounds.
Fitness First in The Netherlands is using a very interesting approach to increase the number of their membership sign up.
Fitness First wanted to drive membership to its gym chain in the Netherlands at the time of the year when people were looking to lose weight and tone up in time for summer.
When people are trying to fit more exercise in their life, they are always told to start walking to work or get off the bus a few stops earlier and walk. Recognizing this, Fitness First decided to target people at the bus stop while they were waiting for a bus. By teaming up with CBS Outdoor, Fitness First transformed the bus stop bench into a weighing device. Anyone who sat on the bench would have their weight calculated in kilos and this figure would then be displayed on the digital bus shelter billboard.
The work echoes work done by Electrolux last year where a billboard measured the level of noise in the surrounding area.