AMSTERDAM, THE NETHERLANDS — Basic-Fit and Samsung have created “Galaxy Space Squat,” an interactive fitness experience that turns gym-goers into human game controllers.
Created by agency Cheil WW Benelux, Galaxy Space Squat uses Galaxy wearable devices to track the motion of gym-goers on Squat machines, using the data to control an Arcade game-style spacecraft on Samsung screens positioned in front of the gym machines.
Designed to promote the launch of Galaxy Watch 7 and Ultra to Gen Z, the Galaxy Space Squat experience takes a leap beyond just gamifying individual work-outs; the experience connects Gen Z fitness fans across multiple Basic-fit gyms to create a real-time leaderboard.
Born and raised in a digital-first landscape, Gen Z’s overall knowledge and awareness of both physical and mental health is unmatched, and yet, many of them still struggle to find real connections outside of their digital lives. With over 40% of Gen Z holding memberships to either gyms or health clubs, the collaboration between Samsung x Basic-fit provides a unique way to reach this hard-to-reach target demographic.
After a simple sign-up with a username, players strap on a Galaxy Watch 7 and must then control their squat movement to steer the Galaxy Spaceship over and under oncoming obstacles for as long as possible to beat their opponent and secure a place on the leaderboard. At the end of the activation period, the best squatters win their very own Galaxy Watch 7 Ultra.
The interactive activation will travel across Basic-fit gyms throughout the Benelux region with the activation lasting four weeks at a time.
Galaxy Space Squat features design language inspired by the retro, 8-bit, arcade game visuals of the 1980’s. Faithful to “space” games of the era, a palette of blue and green hues create an authentic look and feel that appeals to the target demographic. Prototype testing has proved hugely successful with curious gym-goers being drawn to this first-of-its-kind immersive experience across Basic-Fit gyms.
Basic-Fit and Samsung are in discussions about further interactive experiences that can continue to redefine the work-out experience for Gen Z.
Gerben Walt Meijer, Marketing Manager for Mobile eXperiences, said: “This campaign was all about finding an overlap in our brand mission. Cheil did a convincing job in using innovation to empower and inspire people to live their healthiest life as possible in the gym or at home. We set out to create something completely different than a run-of-the-mill product demonstration and I think the team came up with a never seen before gamified workout.”
Maurice Ridder, Head of Retail at Basic-Fit, added: “A gamified workout was something we had wanted to experiment with for a long time, so the plan to incorporate this in our partnership with Samsung immediately appealed to us greatly. Our mission is to make life healthier for everyone and I think Samsung’s innovations can contribute to the fun and effectiveness of our workouts.”
Malcolm Poynton, Global Chief Creative Officer and Chair Global Creative Board at Cheil Worldwide, commented: “Reaching far beyond traditional launch campaigns, putting the new Galaxy Watch 7 Ultra on the wrist of Gen Z fitness fans gamifies their workout through a hyper-relevant product experience. By creating Galaxy Space Squat, Cheil WW Benelux continue to flex their unique creative x tech capabilities to redefine the gym experience for the new generation.”
Credits:
Creative Director: Tim de Waard, Daniel Samama
Art Director: Maria Rommel, Daniel Samama
Copywriter: Victor Estvad Christoffersen, Tim de Waard
Head of Strategy: Dennis Hamakers
Project lead: Tim van der Sijde
Account Management: Istvan Schiering, Karin Van Dalen, Loesje de Vriese
Agency Producer: Bart Breugem
Director/ Production Co: Bart Breugem, Lamine Ndiaye
Editor: Lamine Ndiaye
Post Production: Lamine Ndiaye
Game development: Robot Kittens
Sound Design: AMP Amsterdam
Technical: Robot Kittens, Tchai International
Production: Danny Bakker, Ramelan Sadjid, Katty Piron
Design: Jeroen van Erven, Nathalie De Kerf
Production Management: Carlijn Prins, Anneleen Moens
Client: Samsung, Maurice Ridder
Client: Basic-Fit
