Elevator / Gold's Gym
Submitted By Amit Acharekar
Stickers showing two muscular arms were pasted outside the elevator doors. Another sticker showing the torso of the body builder with arms stretched was pasted on the inside of the lift wall. When the lift door opened, the arms parted and looked as if the man is forcing the door open.
The purpose being to clearly establish that Gold’s Gym builds an amazingly strong body.
The premise where Gold's Gym is located has two other health clubs. All three end up eating into each other's share of customers. So, it was important to tap the potential customer at a place where he's undecided between choosing the right health club for himself.
Hence, the sticker was pasted on the elevator door of the ground floor. This caught his attention at the best location possible. Not surprisingly, Gold's Gym has already registered a 20% increase in sales in one month!
As the idea was really simple, the challenge involved was less. Only, the body builder had to be shot well and had to be reproduced on the sticker in the best manner possible.
Health & Fitness
Quadrant Communications Ltd.
Innovative Use of Media