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TRX - MOTION I MELLEMTIDEN

Bachelor-project

Problem

According to WHO, 58.6% of adults in Denmark do not meet the recommendations of more than 150 minutes of moderate to vigorous physical activity per week, and 36% of them have less than 30 minutes of activity per week.

Insight

Studies show that flexible training routines are more likely to be both initiated and maintained over time.

Solution

A campaign with a direct language and visual approach, leveraging the opportunity and collective awareness of becoming more active. The campaign communicates that TRX is a training solution that fits into one's life, regardless of where and when they have the opportunity to train. The campaign includes printed ads, social media activities and "activated" billboards  to reinforce the message.

Main concept
The ads feature individuals exercising with TRX equipment, transforming negative statements into positive outcomes through visual interaction. Each ad highlights a common excuse for not exercising, such as lack of time or suitable location. The visuals and text interplay to demonstrate that TRX can be used anywhere, effectively turning obstacles into opportunities for fitness.
Media
Ads were strategically placed in high-traffic areas frequented by the target group, particularly along commuting routes, ensuring multiple daily exposures. Additionally, they were positioned near shopping centers to facilitate immediate purchase opportunities.
Digital media and post campaign efforts
In addition to physical ads, the campaign ran digitally, targeting consumers on digital platforms throughout the campaign period. A post-campaign strategy was also implemented to retain and further develop the consumer segment.

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