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Dance As One & Basic-Fit

Basic info

Dance as one

Advertiser: Basic-Fit
Product/brand: GXR virtual group sessions
Title/platform: Dance As One
Sector: Sport
Period: Autumn 2018

Campagne info

Basic-Fit operates in Belgium, the Netherlands, Luxembourg, France and Spain, making it the European market leader in the gym sector.
You can attend GXR virtual group sessions in al its clubs. These cool workouts are shown on a large screen in the gym or at home via the video platform in the Basic-Fit app! Although brand awareness for Basic-Fit is very high, not enough people are aware of the GXR group sessions. Basic-Fit has challenged us to ensure that GXR becomes well-known in both Belgium and the Netherlands, and to increase the number of participants.

GXR also offers dance classes, which is the perfect angle for a creative partnership with the new dance programme Dance As One that is aired in Belgium and the Netherlands on VTM and SBS6.

Firstly, we will firmly boost the awareness of GXR with billboards and trailer tags around Dance As One. In this way, we will reach viewers who are interested in exercise and dance.

Starting from the quarter finals, GXR will be integrated in the programme. The dance groups will be training at Basic-Fit once during every episode and we show how dancers participate in the GXR lessons in preparation for their performance. With an activating jingle campaign around the programme, we are launching a contest in cooperation with VTM and SBS6 during which viewers can win annual subscriptions for Basic-Fit, including GXR group sessions.

Two weeks after the final, Basic-Fit will start with the Dance As One dance class with GXR in Belgium and the Netherlands. During these virtual group sessions, anyone has the opportunity to learn a breathtaking choreography with none other than the winners of Dance As One!