TAKE A DETOUR by Lowe Brindfors Stockholm for FRISKIS & SVETTIS

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TAKE A DETOUR

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Industry Sports and Health Clubs, Gyms
Media Promo & PR, Case study
Market Sweden
Agency Lowe Brindfors Stockholm
Art Director Rickard Villard
Copywriter Stefan Pagreus
Account Supervisor Maria Lundwall
Typographer Jesper Kewenter, Anette Soderberg
Released January 2010

Credits & Description

Category: Best Use of Outdoor
Advertiser: FRISKIS & SVETTIS
Product/Service: HEALTHCARE & GYM CENTRE
Agency: LOWE BRINDFORS
Date of First Appearance: Jan 15 2010 12:00AM
Entrant Company: LOWE BRINDFORS, Stockholm, SWEDEN
Creative Directors: Villard/Bartholf (Lowe Brindfors)
Art Director: Rickard Villard (Lowe Brindfors)
Copywriter: Stefan Pagreus (Lowe Brindfors)
Account Supervisor: Maria Lundwall (Lowe Brindfors)
Account Manager: Anna Adolfsson (Lowe Brindfors)
Planner: Joakim Wållgren (Lowe Brindfors)
Typographer: Jesper Kewenter (Lowe Brindfors)
Typographer: Anette Söderberg (Lowe Brindfors)
Media placement: 30 Unique Posters - ”Clock Posters" In Stockholm Area - 17 December 2009

Results and Effectiveness
The number of members increased dramatically during and after the campaign period, and the campaign got lots of press in media.

Creative Execution
The creative idea was to encourage people to make detours and get exercise. We did this by making each outdoor poster comment on the things right next to it – coffee shops, restaurant, grocery stores etc. – and recommending a similar alternative, located some distance away. The campaign consisted of 30 unique posters - all with a backside poster with the message "Take a detour and feel better." The campaign was signed off with a website address where you could find motivating help to start working out as well as offers from F&S.

Insights, Strategy & the Idea
F&S is Sweden’s largest sports and health-centre chain, known by all Swedes. The purpose of this campaign was to launch an initiative to increase the health of all the citizens of Stockholm and to make people start working out with F&S. The target audience was everyone in need of exercise. The strategy was to show people that it doesn’t take much to get some exercise and feel better.