Learn how gym advertising is fuelling the Fitness sector, standout campaigns and how Route is looking to incorporate AI into audience measurement.
Fitness Sector Booms as January Gym Searches Peak
January continues to be a crucial month for gym advertising, with Google Trends showing the highest global search volumes for “gym membership” during this time.
The UK wellness sector is showing remarkable resilience, with the fitness industry valued at around £2 billion and over 10 million active gym members. Reports suggest the industry is projected to grow from £6.3 trillion in 2023 to £9 trillion by 2028.
Trump Poster Protest Echoes Banksy’s Art Stunt
An artist’s shredded poster of Donald Trump appeared on a London bus shelter near the U.S. Embassy. Matt Bonner’s installation, triggered by recent presidential controversies, references Banksy’s famous ‘Girl With Balloon’ artwork, which sensationally self-destructed during an auction to increase its perceived value.
Pip & Nut’s Viral Billboard Squirrel Stunt
Pip & Nut’s marketing campaign features a CGI red squirrel billboard at London’s Westfield that has captured public attention. The animated stunt shows the squirrel dramatically emerging from the billboard, opening a Pip & Nut jar, and enjoying a spoonful of nut butter. The brand’s logo cleverly appears reflected in the squirrel’s eyes.
The creative advertisement has already garnered over 18,000 views, with fans praising the realistic digital animation. This innovative outdoor marketing approach brings the brand’s playful mascot to life in an engaging, shareable format.
Advertising Trust Rises as Younger Audiences Warm Up
Public trust in advertising increased from 36% to 39% in 2024, with significant growth driven by younger demographics. The Credos Trust Tracker survey, conducted with the Advertising Association, revealed a nine-percentage-point trust increase since 2022.
The ASA’s eight-week multichannel awareness campaign also influenced trust levels. Campaign research showed that 36% of UK adults recalled the ASA ads, and those exposed to the campaign were over twice as likely to trust the advertising industry.
HEINEKEN’s Pub Revival Plan with 0% Lager
HEINEKEN UK is launching an innovative campaign featuring football star Gareth Bale to revitalise pub attendance in January. The company will distribute 30,000 free pints of Heineken® 0.0, its non-alcoholic lager, to encourage consumers to return to local pubs during the traditionally slow post-holiday month. By partnering with a prominent sports figure and offering a non-alcoholic option, HEINEKEN aims to attract both health-conscious patrons and those seeking a social experience without alcohol.
Route Taps AI for Comprehensive Mobility Data Tracking
Route, the UK’s out-of-home (OOH) audience measurement organisation, has selected Ipsos and Adwanted UK to develop an advanced audience data collection system. Using generative AI and machine learning, the new solution will create a synthetic dataset simulating population travel patterns. The innovative “activity-based model” will map daily journeys across the year, categorising movements like commuting and leisure, and modelling population mobility between specific locations.
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