Next - Feel Good Gym
Category: Shopping Centre Experiential.
Project: Add Spring to Your Step.
About:To promote Next’s own brand NXSports range and to support the ‘Add Spring to your Step’ campaign Backlash created the ‘Feel Good Gym’. Based on the insight that most of us, especially women, find gym’s to be an intimidating space; The Feel Good Gym was designed to be a welcoming space with encouraging engagements and empowering quotes to help consumers feel more positive about exercise. Step on to the ‘Way-hey’ scales which give consumers empowering messages such as “Total Babe” and “Radiant” and take selfies in the mirrors filled with positive quotes.
The main promotional activity invited consumers to take part in a simple exercise mechanic; The 'Add Spring to Their Step' experience gave consumers the chance to win spot prizes and our MCs were on-hand to capture content to share online.
Finally, consumers could browse the ranges which were merchandised to be more interactive and explorable. The experienced then continued into store with signage to guide consumers to the fitness range.