2022 Winners & Shortlists

Why is this work relevant for Brand Experience & Activation?

"Hidden Gyms" is a brand launch that activates the city by turning familiar, regular landmarks into an exercise venue. It makes it easier for people to have a quick and simple exercise without going out of their way and delivers on the brand's vision of making an active life accessible for all.

Background

Gymkuma, a new Jordanian sportswear brand, wanted to launch in Jordan. The thing is, we were competing with industry giants who have bigger budgets and visibility, making it almost impossible to make a name for ourselves.

Describe the creative idea (20% of vote)

Yes, big sportswear brands know a lot about sports, but when it comes to Jordan and its people, Gymkuma knows more. It’s our home after all. Welcome to Amman… an old city built over many hills. Take a closer look at its distinctive landscape and tough topography. That’s where we found our own playground hiding in plain sight. Gymkuma presents: Hidden Gyms We turned Amman into the biggest urban gym ever. 1,680 KM2, free membership, unlimited access.

Describe the strategy (20% of vote)

According to a Bloomberg research, Jordan is the 5th and Jordanian women are 2nd when it comes to obesity rates worldwide. Only 5.7% of Jordan’s population make up the active fitness community. “Active” here is defined as those who can afford gym membership fees and go to the gym. The problem is, gyms are where our competitors, industry giants, rule. As a new brand with a limited budget, our calls will fall on deaf ears there. For us, the solution was waiting outside, spread throughout the city of Amman, where the inactive 94.3% of the population are. We decided to target those who don't have the time or money to hit the gym, but would love to be inspired to be active.

Describe the execution (30% of vote)

In partnership with fitness experts, we calculated distances, identified safe straights, measured the inclines, and counted steps and calories. We then branded the city with the most recognizable urban tool: informative street plaques that guide pedestrians with a custom-made exercise plan made for each location. Then, we pinned all our exercise spots on Google Maps. That way, people can easily find their way to wellness, and find their way to Gymkuma’s online store.

List the results (30% of vote)

For $380 spent on plaques, we got a lot of attention: Citizens got more active, groups located new meeting points, and athletes found outdoor workout gyms. + 3.243,000 impressions +$360,000 earned media (based on traditional media for campaigns with the same duration and visibility) +$587,000 in PR value "Local sportswear brand helps Amman residents adopt healthy lifestyle via ‘Hidden Gym’” The Jordan Times "Gymkuma’s ‘Hidden Gyms’ Initiative: A creative Approach to Using Amman’s Roads and Stairs to Encourage Exercise and Healthy Practices" MENA NF "Gymkuma Gets Jordan Moving" Albawaba News