Galaxy Space Squat activation and campaign developed by Cheil Benelux
For the launch of the new Galaxy Watch Ultra, Samsung has teamed up with fitness channel Basic-Fit to develop an activation in gyms for the first time. At the heart of this collaboration is the “Galaxy Space Squat”: a gamified workout that allows Generation Z to train better and with even more intensity. The interactive installation demonstrates the extensive and innovative possibilities of the latest Samsung Smart Watches. Activation and campaign were designed and developed by Cheil Benelux.
Gen-Z loves fitness
Young people remain a difficult target group to reach, especially in terms of physical fitness. That said, 40% of them regularly go to a gym and a large proportion of them exercise two to three times a week. This is an interesting opportunity for the collaboration between Samsung and Basic-Fit. These gyms represent the ideal place to physically connect the target group with the entire Samsung ecosystem. Cheil Benelux therefore developed a competitive and interactive squat training game and the accompanying campaign, and called on Robot Kittens for the game development and technical production.
Galaxy Space Squat
In the coming months, Basic-Fit visitors will be able to take part in the “Galaxy Space Squat” and have a chance to win a Galaxy Watch Ultra. Each squat allows you to control a spaceship on the screen. Participants can compete on site or against opponents from other gyms to move up the leaderboard. The best Space Squatters will win a Galaxy Watch Ultra.
The “Galaxy Space Squat” is a traveling activation that can be found in 24 different Basic-Fit studios in the Netherlands and Belgium. This action is part of a partnership to show how Samsung products can improve the effectiveness and enjoyment of every workout. The campaign « Know More, Train Better » is visible in all Basic-Fit establishments. The campaign is available on screens and radio in gyms, on Basic-Fit social media channels and in the app.
Anneleen Moens, Marketing Communication Manager Samsung : “This collaboration is first and foremost based on the search for our common brand mission. For Basic-Fit, it is clearly about “making sport accessible to all” and for Samsung, it is about “contributing to people’s lives through our innovations”. With this campaign and installation, we have managed to combine these two missions in a positive way. Even better, the activation is super fun and terribly addictive!”
Maurice Ridder, Head of Retail Media Basic Fit : “When developing the campaign, we quickly realized that Cheil Benelux understood our target group well and would make the most of the power of our retail network. The social aspect of fitness has always been a priority, this corresponds to our brand values. Basic-Fit is a real community and we are very proud of that.”
Nathalie de Kerf, Senior Account Manager Cheil: “Bringing together these two special brands through such an activation is a great experience. Visitors to Basic-Fit benefit from a completely innovative workout while taking advantage of the added value of the Samsung ecosystem. Basic-Fit and Samsung are demonstrating what the future of fitness and connected devices will look like.”
Credits
Clients : Basic-Fit, Samsung.
Samsung : Carlijn Prins, Anneleen Moens
Basic-Fit : Maurice Ridder, Lotte Poort.
Main agency: Benelux Cheil
Project Manager: Tim van der Sijde
Strategy Manager: Dennis Hamakers
Creative Directors: Tim de Waard, Daniel Samama
Artistic directors: Maria Rommel, Daniel Samama
Copywriters : Victor Estvad Christoffersen, Tim de Waard
Account Managment : Istvan Schiering
Producer Agency: Bart Breugem
Director/Co-production: Bart Breugem, Lamine Ndiaye
Postproduction/Montage : Lamine Ndiaye
Game Development: Robot Kittens
Sound design: AMP Amsterdam
Production technique : Robot Kittens, Tchai International
Design : Danny Bakker, Ramelan Sadjid, Katty Piron
Direction de production : Jeroen van Erven, Nathalie De Kerf
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