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Samsung Galaxy Space Squat is a captivating squat experience that lets you experience the Samsung Galaxy Watch 7, while you compete against friends!
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Europe’s biggest gym chain, Basic-Fit partners Samsung to gamify the workout experience.
Basic-Fit ✕ Samsung have created Galaxy Space Squat; an interactive fitness experience that turns gym-goers into human game controllers.
Created by Cheil Worldwide 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.
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Touch Marketing with a human touch
Born and raised in a digital-first landscape, Gen-Z 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 collab between Samsung x Basic-fit provides a unique way to reach this hard-to-reach target demographic.
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A travelling experience
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.
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Want to chase high scores with us?
Tim van der Sijde
Managing Director
t.vdsijde@cheil.com