Outspoken gym brand Gymbox has distributed a set of 6,000 new free branded “safe sets”, combining fitness with a drive towards safer sex.
In a provocative twist, Gymbox then issued a fake recall notice which directed concerned recipients to email productrecall@gymbox.com.
Those that responded were met with yet another clever turn – with a response declaring “Cor you were quick” , drawing them in to become members.
This resulted in over 1500 e-mails and DMs and a 121% increase in social media engagement, plus a 60% increase in like-for-like sales over the weekend period.
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The latest stunt is part of Gymbox’s wider “Made for London Life” campaign which celebrates those who live their life to the fullest while challenging fitness industry norms with its marketing.
“We know that our members’ lifestyles extend far beyond our gym walls. Londoners work hard and play hard, and that includes enjoying all aspects of life in the capital including late-night naughtiness! Dishing out free condoms played directly into this, demonstrating we’re a brand for every occasion,” said Gymbox brand and marketing director Rory McEntee.
“Don’t be too hard on us, we thought it was a great opportunity to raise awareness around sexual health while also giving Londoners a cheeky offer to come and join the antidote to boring gyms,” he added.