Challenge Björn Borg wanted to advertise their campaign "The Rival Edition".
Solution Björn Borg wanted to reach out widely and it was decided to hit the target group with posters, TV and floor foils in Fitness World. Fitness World is Denmark's largest fitness chain with around 440,000 active members. Over 75 % of the members are aged 20-49 and the group that spends far more money annually on experiences and pleasures compared to the general Dane. The posters and floor foils are placed at the centres' busiest areas - e.g. entrances and exits, extension areas and other strategic locations that ensure constant visibility.
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