New Year, New You: the benefits of OOH for promoting health and fitness brands
January is a vital period for health and fitness brands to reach consumers who are receptive to behavioural change. Out-of-home (OOH) can provide brands with the opportunity to utilise creativity to differentiate themselves and communicate with these consumers at fundamental points in their journey.
A new year brings new goals and the most common resolutions globally are centred around getting healthier, exercising more and taking care of our bodies. January is a time where individuals are ready to invest in themselves after a big period of spending on others at Christmas. With trends such as ‘Dry January’ and ‘Veganuary’ on the rise worldwide, it is clear that consumers are becoming ever more conscious of the need to live a healthy lifestyle, creating an opportunity for brands to tap into these movements.
According to the IHRSA Global Report, health club membership surpassed 183 million global users in 2018 - an increase in around 66 million users in the last ten years. Since then, steady growth has been recorded across key markets worldwide, with the industry on track to reach 230 million health club members by 2030. As the sector continues to grow, fitness clubs, along with health and wellness brands, are faced with the problem of trying to distinguish themselves within a saturated market.
According to Talon, DOOH is the most recalled ad format and is recognised as a huge driver of brand awareness and conversations. This makes the channel a sizeable asset for health and fitness clubs since word-of-mouth recommendations are often thought to be a key part of membership growth. These advertisers can utilise OOH’s proven ability to place brands top of mind for consumers and get people talking about their offer.
For Millennials, wellness is a daily, active pursuit. They’re exercising more, eating smarter, and smoking less than previous generations… And this is one space where they’re willing to spend money on compelling brands.
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Brands are stepping up in order to appeal to this market, and of course, this is not isolated to gyms - other health and fitness-centric brands advertising everything from fitness apps to sportswear are spawning increasingly creative ideas to capture the attention of the younger market. OOH provides brands with the opportunity to bring ideas to life and create shareable experiences through campaigns. For example, Keep’s interactive experiential site in Shanghai found an innovative way to test the health of commuters whilst inspiring them to keep passionate about fitness. Nike’s full station domination dance studio in Milan encouraged the local community to make it their own space and partake in a dance training experience.
As today’s educated consumers are becoming more rational and dedicating significant investment toward their lifestyle, health and fitness brands can distinguish themselves through utilising OOH to creatively broadcast positive and emotional messaging at the right place and the right time in the places that have the most impact.