At Sydney Domestic Airport, Terminal 3, a bright red Fitness First installation invited travellers to take part in a wall-sit challenge. The idea was simple: lean against the wall, hold the position for as long as possible and test their fitness. The activation stood out, clearly explained the challenge and featured a QR code to find out more and go in the draw to win up to 30,000 Qantas Points. It was a straightforward, accessible way to show that people could fit exercise in even between two flights.
To boost the impact of this experience, the campaign was extended across JCDecaux’s digital screens in the airport and throughout the Sydney Rail network. These messages reminded people that daily physical activity could be simple, quick and rewarding. This campaign was brought to life through close collaboration between Fitness First, JCDecaux Australia, creative agency Leo Burnett Australia, media agency Spark Foundry and the Qantas Frequent Flyer programme, combining strategic insight, bold design and smart media placement.
