Carat launched a high impact digital campaign called Gym Is Everywhere with a customised micro-site. It was basically a challenge to people to reclaim the city as a place to exercise, foregoing the need for expensive membership and equipment. The campaign included guerrilla-style marks across each city to mark out places for urban exercise. We also used influencers who shared their favourite fitness regimes around urban locations and activated the campaign with interactive OOH installations around places like bus shelters, to challenge people to do more exercise and share that with us using #gymiseverywhere.
Overall, the campaign was a success, which generated traffic of 144,000 to the dedicated microsite. We saw a 21% engagement rate of visitors with the #gymiseverywhere campaign and counted 1.6m engagement on social media. Our videos were seen 2.5m times. The campaign generated strong earned media through the personalised involvement and engagement. We were recognised for the campaign with a MENA digital award in 2016.