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From strong results to sustained impact: Anytime Fitness doubles down on programmatic DOOH

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Industry

Fitness

Objective

Anytime Fitness set out to boost brand awareness, consideration and sign-up intent nationwide. With strong competition in the fitness category, the brand needed a scalable marketing campaign that could reach health-minded audiences close to gyms, at the moments they were most likely to take action.

Results

Across both flights, Anytime Fitness saw continuous growth in brand metrics, with each campaign outperforming the last. The brand’s decision to return for a second activation highlights the effectiveness of proximity-led DOOH in driving meaningful consideration and membership intent.

Key Product

POI Targeting, Day-parting

www.anytimefitness.com/en-au
Phase 1 (1-30 June)

The campaign’s foundation was built on precision-led DOOH

POI targeting
To establish a strong baseline, Anytime Fitness used Vistar’s POI targeting to activate urban panels, bus shelters and billboards within 1km of their gyms and 500m of competitor locations, ensuring the brand stayed visible in key decision-making zones throughout the day.

Day-parting
A 6am to 10pm day-parting strategy aligned delivery to peak fitness behaviour including
morning workouts, lunchtime routines and after-work gym sessions. This maximised spend efficiency while engaging audiences when intent was naturally highest.

Measuring success
To validate the impact of this first phase, the brand conducted a brand study which
confirmed strong visibility across targeted locations and consistent reach during high-impact fitness moments.

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Results

  • +3% lift in awareness

  • +8% lift in consideration

  • +40% lift in sign-up intent

The strong performance from this first flight demonstrated the impact of programmatic DOOH in influencing consumer mindset, giving Anytime Fitness the confidence to scale their strategy further.

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Phase 2 (14 July - 17 August)

After strong gains, the brand returned to scale impact even further

Following the success of its Q2 campaign, Anytime Fitness returned to build on
momentum. The next phase expanded across a broader mix of venues — adding in retail
malls, grocery environments and sports entertainment screens on top of billboards,
urban panels and bus shelters.

The brand repeated its proven strategy of delivering high-intent reach within 1.5km of
Anytime Fitness and competitor gyms as well as campaign activation between 6am and
10pm. Similarly, a brand study measured the impact of this expanded footprint, ultimately reinforcing the effectiveness of Anytime Fitness’s scaled DOOH approach.

Results

  • +6% lift in awareness

  • +15% lift in consideration

  • +55% lift in sign-up intent

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Proven strategy, stronger results

Across both flights, Anytime Fitness saw continuous growth in brand metrics, with each campaign outperforming the last. The brand’s decision to return for a second activation highlights the effectiveness of proximity-led DOOH in driving meaningful consideration and membership intent.

Combined highlights

  • Awareness lifted from +3% to +6%

  • Consideration rose from +8% to +15%

  • Sign-up intent surged from +40% to 55%

By building on the success of phase one and returning with an expanded strategy, Anytime Fitness proved how programmatic DOOH can deliver both immediate performance and long-term momentum. Through precise proximity targeting and strategic multi-environment reach, the brand effectively moved audiences from awareness to action and continues to see growing value with each activation.

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