AUCKLAND, Today: Samsung has pulled off a 100% Share of Voice digital out-of-home (DOOH) takeover across CARTEL Media’s premium gym network – a first in New Zealand’s fitness scene.
The execution included full decals across DOOH panel faces, bringing the “full ownership” idea to life in high-attention environments.
The campaign dominated key gyms nationwide, including Playground Fitness (Ponsonby), Tepid Baths Fitness Centre (Viaduct), Fastlane Fitness (Hamilton), Inception Gym (Christchurch), and Oxygen Fitness (Epsom).
Each site showcased fully wrapped 1.9m-tall CARTEL panels, running seamless Galaxy Ring content on-screen 100% of the time for the entire campaign.
For Spark Foundry, the media agency behind the strategy, it was about purposeful innovation.
“This was a milestone for digital OOH in fitness environments. The 100% Share of Voice meant total immersion, no clutter, just clean brand storytelling that captured the audience in a high dwell-time environment.”
“Samsung wanted cut-through in high-attention spaces—and CARTEL delivered. The full-panel decal with uninterrupted rotation gave us the premium feel the Galaxy Ring deserves,” said Freddie, Senior Media Planner Buyer at Spark Foundry.
Josh, Account Lead at CARTEL Media said, “This was a milestone for digital OOH in fitness environments. The 100% Share of Voice meant total immersion, no clutter, just clean brand storytelling that captured the audience in a high dwell-time environment.”
Oxygen Fitness in Epsom, a recent addition to the Fitness CARTEL network, was also part of the takeover. “The Galaxy Ring content looked stunning and owned the space,” said Anisa Taefi, Director at Oxygen Fitness, Epsom. “It was a really sharp execution. Members were genuinely stopping to take it in.”
Samsung’s campaign has set a new benchmark for brand presence in fitness environments. CARTEL’s gym network offers high-impact placements for creative media, giving brands exclusive access to engaged, wellness-focused audiences.
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