SYDNEY, Today: Fitness First Australia has launched its first major brand campaign since appointing Leo Australia, rolling out ‘Let’s Put Fitness First’ to encourage more everyday movement nationwide.
Campaign data shows 78% of Australians are missing regular exercise benefits, with 22% not meeting activity guidelines. Everyday habits are slipping, with just 15% taking stairs over escalators, 44% never attempting a pull-up, and 40% never trying a wall sit.
The brand has partnered with the Qantas Frequent Flyer programme, giving members a chance to earn rewards for staying active.
To bring the idea to life, Fitness First is taking fitness into public spaces across Sydney Domestic Airport and Westfield Sydney with interactive challenges.
Participants can test strength, track results on a live leaderboard, and enter a draw for prizes including Qantas Points and a 12-month Platinum Plus membership.
“The activation encourages everyday Aussies to get moving and take on a friendly challenge – whether they’re travelling through the airport or shopping in the CBD – with standout prizes designed to drive participation and competition.” said a JCDecaux spokesperson.
Australians are invited to try two simple challenges designed around everyday fitness benchmarks. Wall Sit Challenge – 40 per cent of Aussies admit they’ve never done a wall sit. Can you hold a wall sit for two minutes?
“For 25 years, Fitness First has helped Australians build lasting fitness habits, and ‘Let’s Put Fitness First’ is about taking that commitment beyond the gym and into everyday life.” – Sara Dunseath, Executive General Manager, Marketing & PR ANZ at Fitness & Lifestyle Group
Bodyweight Hang Challenge – Less than 10% of Australians (7.67%) can bodyweight hang from a bar for a minute.” (Page 25) Who can hang on the longest each day?
“For 25 years, Fitness First has helped Australians build lasting fitness habits, and ‘Let’s Put Fitness First’ is about taking that commitment beyond the gym and into everyday life,” said Sara Dunseath, Executive General Manager, Marketing & PR ANZ at Fitness & Lifestyle Group.
“This campaign is designed to spark a movement that encourages Australians to put their fitness first, and our partnership with Qantas Frequent Flyer plays a key role in that by rewarding members for prioritising their health.
“The public activations bring the idea to life, challenging Aussies to test their physical benchmarks in a fun, accessible way and reminding them that everyday movement counts. By combining live experiences with meaningful rewards, we’re motivating more Australians to get moving and stay engaged.”
“Rather than telling Aussies to exercise more, we met them halfway… in a shopping centre, with free Qantas Points. Part of the Let’s Put Fitness First brand campaign, this activation turns a brand truth into a national nudge, one wall sit or bodyweight hang at a time.” adds Leo Burnett creatives. Tatsuki Kamekawa & Dan Stewart.
Share this Post
