Well now Australian Bananas has launched its first ever ‘Banana Gym Pass’, giving Aussies the ability to use a banana as their entry to one of hundreds of gyms nationwide. The banana is now a passport to Australians having a healthy and active lifestyle.
To bring the idea to life on National Banana Day, 16th October 2024, Thinkerbell teamed up with Val Morgan Outdoor, connecting over 350 gyms nationwide including Goodlife Health Clubs,Fitness First, Zap Fitness, Club Lime and Viva Leisure.
Offering the chance to peel back layers of excuses and procrastination, Aussie gym goers can find their nearest participating gym at Banana Gym Pass and present a banana as their Banana Gym Pass for one day only, on 16th October, to enjoy access to a free workout across the country.
Philippa Netolicky, General Manager at Thinkerbell North, said: “Banana Gym Pass is a simple idea that brings utility to Australian Bananas positioning of encouraging an active lifestyle. Anything that means more bananas purchased and eaten, and more gym sessions, sounds pretty good to us. There’s no telling what healthy activities Banana Pass might open up next.”
Banana Gym Pass is supported by a multi-channel national campaign including OOH, gym retail, YouTube, radio and owned socials.
RESULTS
-4 pieces of Owned content with a reach of 761,928 and 11K engagements
-177 pieces Earned coverage reaching 22.5M
-Viva Leasure, one of the larger gym groups, experienced a 27% increase in foot traffic, from 386,000 to 492,000 on October 16th
-Woolworths transactional data at supermarkets in proximity to gyms experienced an increase in banana sales revenue of 9.7%, volume was up 9.3% and banana transactions increased 9.3% during the campaign verse prior week
-355 Gyms partnered with a potential reach of 92% of P18 to 54
-Paid media delivered 6.2m reach on OOH, 4.8m reach on digital platforms and 2.3m on Audio. Media partners included Val Morgan Outdoor, NOVA, Cartology and social platforms
