Behaviour Change

PROPAGANDA FOR CHANGE is a project created by the students of Behaviour Change (ps359) and Professor Thomas Hills at the Psychology Department of the University of Warwick. This work was supported by funding from Warwick's Institute for Advanced Teaching and Learning.

Friday, February 22, 2013

The Interactive Fitness Ad nobody wants


This is an 'Activation Version' of the 'Interactive Experiment Template' (Goldenberg, Mazursky and Solomon, 1999). The N=5 Advertising Agency designed it for a Health Club Chain - Fitness First, in Amsterdam (the Netherlands). It consists of "converting a bus stop bench into a scale that displays the weight of people sitting on it" (TOM, 2011).



Fig.1: Bus stop "scale bench" designed by N=5 Advertising Agency


This is probably what the Advertisers had in mind:

Fig.2: An Interactive Experiment Scheme Template (the Activation Version): Specific Scheme for 'Fitness First' - The "expected" situation 



And this is the un-probable reality which makes this Advertisement a failure:
Fig.3: An Interactive Experiment Scheme Template (the Activation Version): Specific Scheme for 'Fitness First' - The "real" situation

Nice try Fitness First. But no.

References
Goldenberg, J., Mazursky, D. & Solomon, S., 1999. The fundamental templates of quality ads. Marketing Science, 18(3), pp.333–351.
TOM. 2011. 20 Creative Yoga and Fitness Advertisements. [ONLINE] Available at: http://www.demilked.com/20-creative-yoga-and-fitness-advertisements/. [Accessed 22 February 13].

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