Contender Ready?

TV4-gruppen

Disciplines

  • Art direction
  • Idea
  • Planning
  • Social media activation
  • Web design

What we did

We gave fitness fans watching at home a chance to measure themselves against the Gladiators in a variety of different fitness exercises. A new challenge was issued every week, helping people who took part realise what great athletes the Gladiators actually are.

Many accounts with large numbers of followers took part in the campaign, which led to images with the hashtag #Utmanareredo (Contender ready) achieving over 5,000,000 views on Instagram. The campaign site attracted over 100,000 visitors with an average session length of three minutes.

contender-ready-single-image1