Working out, for the most part, sucks. We try to find ways to make it bearable (trainers, music, gamification) but for the most part its a sweaty means to a merciful end. That’s not the case with Quest, which had been growing in popularity as the fun fitness alternative. So on National Fitness Day, we planted our flag and declared war on typical workouts with a budget-burdened integrated campaign that stretched across digital, social, OOH and a spread in the New York Times. As a brand that was typically modest in its marketing, it was good to finally show some teeth.
New York Times insert on National Fitness Day
We blanketed the three biggest Quest markets with outdoor ads, some of them strategically positioned near gyms and popular fitness studios like Soul Cycle.
We included endorsements in organic social posts, which lent believability to the work.
In paid social we kept things fun, engaging and pointed. And we added real quotes from Quest 2 users to lend credibility to our message.
We placed guerrilla ads on running paths throughout Central Park to provide context and subvert misconceptions around how much space is required to workout in VR.
And influencer content included none other than @dudewithsign
Perhaps our most impressive accomplishment was getting Meta to put their money where their mouth is and make Quest reimbursable as a fitness wellness expense.
