While the outbreak of COVID-19 has drastically shifted the day-to-day lives of many around the world, Sport England is aiming to encourage the public to continue working out, but safely at home with its new #StayInWorkOut campaign. The campaign was launched in response to a recent study that showed 38% of adults in England have drastically reduced their physical activity in the past few weeks, compared to pre-lockdown life.
The #StayInWorkOut campaign encourages the public to share their own experiences online using the aforementioned hashtag. The campaign has already been mentioned almost 13,000 times since it debuted at the end of March 2020 and hopes to reach a broader audience of men and women.
Social Distancing Exercise Ads
Sports England and FCB Inferno Launched the #StayInWorkOut Campaign
Trend Themes
1. Virtual Workouts - Opportunity for fitness brands to develop and promote virtual workout experiences as an alternative to in-person exercise.
2. Social Media Fitness Challenges - Opportunity for fitness influencers and brands to create social media challenges that encourage people to stay active and share their experiences.
3. Home Gym Equipment Sales - Opportunity for fitness equipment manufacturers and retailers to capitalize on the increased demand for home gym equipment as people shift to exercising at home.
Industry Implications
1. Fitness and Wellness - Disruptive innovation opportunities for fitness and wellness brands to adapt and offer new services and products that cater to people exercising at home.
2. Social Media Marketing - Disruptive innovation opportunities for marketing agencies and brands to leverage social media platforms for promoting fitness challenges and virtual workout experiences.
3. E-commerce - Disruptive innovation opportunities for e-commerce platforms and retailers to meet the increased demand for home gym equipment through improved online shopping experiences and delivery services.