Research shows efficacy of ads on Health Club Channel

LONDON - An outdoor advertising campaign on Boomerang Media's Health Club Channel has achieved a 20% increase in brand awareness from members of the public.

Following the Grand Visual-created Lucozade Hydro Active ads that ran in Fitness First and LA Fitness gyms for the three months to July, research by Dipstick showed an increase from 26% awareness to 46%.

The two 30-second ads, which were booked by MediaCom, featured personal endorsements of Lucozade from expert FitPro Trainers.

Sales of the drink from in-club vending machines also saw “significant uplifts” for the period the ads were running.

Neil Morris, managing director of Grand Visual, said the results “bear out the effectiveness of appropriate content tailored to the audience frame of mind”.
He added: “Print or audio cannot deliver that depth of communication.”

Media Week 11-Oct-07