This idea is archived

Reach Young Active Men or Women 16-34 in Gyms

Provided by In Situ Media
Select from 4 dominant formats to target this most active group (TGI 153) in changing rooms, gyms, sports halls or pool.

Tell us about the Opportunity / What is it?

In Situ Media is the UK contractor for advertising in Sports and Leisure Centres. We have 800 SLCs under contract nationwide. Our media formats - 6 sheets, changing room A2s, Banners in the gyms, sports halls and pools reach a combined footfall of 400,000,000 per annum. Net cover is approx 6,000,000 people per 2 week campaign. We also offer consumer touch opportunities with sampling, giveaways, product placement and roadshows. It is an unparalleled method to reach people who aspire to be active slimmer fitter and healthier. Young families and young adults are core audience.

What is the Marketing Objective?

Advertising with In Situ achieves a number of key general marketing objectives - critical mass reach of core target audiences - provable ROI against intention to purchase or call to action - exclusive use of the platform and a 1:4 share of voice - these elements combine to ensure that with the right creative and product availability it should be possible to effect gains in market share

How does it work?

Key point is that this is a destination platform - people have decided to go to our SLCs to achieve personal goals and positive outcomes. The SLC is in essence an Academy of Sport,Health and Fitness staffed by experts in every field of physical activity. SLC customers - your audience - are catered for by 400,000 hours of classes and activity every month. Thus the SLC carries some authority and our clients adverts have the perceived endorsement of the management. Audience feedback over the years has proved that the audience interacts with campaigns in a very personal manner.

Who's used it in the past?

In Situ's two largest Clients are Unilever and COI. In the past two years Unilever have booked In Situ for Vaseline, Persil, Lynx, Sure for Women, Sure for Men and Dove, Combinations of formats have been used, 6 sheets, A2s, Mirror and Locker Stickers and most campaigns have had a sampling element. In terms of ROI the Sure for Men campaign achieved 945,000 reach per week and an OTS of 55 with 20.9million proven exposures. COI have placed campaigns for DEFRA Act on CO2, Tobacco Control, Royal Marines, Blood Donors, Sexual Health, Royal Navy, Lone Parents and CSA.

Features / Benefits

No other media platform offers this unique combination of benefits: A generic 1,000,000 daily audience - Totally positive mindset by the entire audience - Everyone seeking to be healthier, slimmer, fitter - Dwell times from 1 to 3 hours - Highest share of voice 1:4 against 1:50 outside - Category exclusivity no competitive brands - Dominant 6 sheets and Banners in Key locations - A2s and stickers for male and female targeting -Sampling/Postcards/Giveaways for one on one targeting -UK Leisure Centres are Academies of Sport Health and Fitness.

Guide PriceReach & FrequencyTarget AudienceMedia Types
£101k to £250kCover = 5,000,000. Frequency = 7 to 15 per fortnight.
16 - 24
25 - 34
All Genders
ABC1
NON-TRAD OUTDOOR
LocationTimingsMarketing ObjectiveOpportunity Type
All RegionsAll YearBUILD AWARENESS
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