Blackberry is sponsoring the current U2 tour and here we see Boomerang Media scheduling creative on the UK’s HealthClub Channel – a music based channel operating in 620 health clubs; Fitness First, David Lloyd and Virgin Active as well as in all Gym Screen Media sites (that pretty much covers about 75% of the gym marketplace can you believe).
Josie Lyons AD, of Starcom told us “Health clubs provide a vital element to the campaign, allowing Blackberry to engage with their target audience using A/V media in a new way to highlight Blackberry’s sponsorship of the U2 tour ”.
Jill Lee, Group Head Digital at Boomerang Media [1] kindly sent us the campaign creative shown below…
Starcom, who won the Blackberry account in April, came up with the media strategy to extend Blackberry’s TV content outside the home.
Jill Lee commented “We are delighted to be working with Starcom Outdoor and Blackberry to deliver a media first on our HealthClub Channel. The creative scheduling of U2 tracks, bumper ads and TV spots within this campaign will bring a dynamic and innovative AV experience to the captive gym audience. Gym members are light TV viewers and will literally be entertained by the branded content as they work-out.”
We personally think that this is one of the best campaigns that they have delivered, Clubcom/Zoom produced the creative for the bumper ads in-keeping with the main brand and edited over 20 music tracks within the bumpers. They also managed complex scheduling to rotate various tracks throughout the day.
About Boomerang Media
Boomerang Media is the UK’s destination-based poster, postcard and experiential solutions company, specialising in reaching targeted youth and adult audiences via effective and proven media formats. Our media destinations include playhouses, schools, universities, cinemas, style bars and private health clubs in which we bring brands to life through creative integrated and bespoke media campaigns.