Institutional: Lab Nutrition "Hit a Billboard"

Ogilvy Peru needed to let people know about products designed specifically to help build up muscle tissue and physical stamina, whatever their level. Products imported and sold by our client: Lab Nutrition.We decided to test how strong people really were in a fun and interactive way. So we created the first billboard that measures the strength of a punch!
Creative Execution
Using public thoroughfares as the location, we challenged people to show their actual strength. While doing so they became aware of our products.
Results and Effectiveness
Hit a Billboard is a different panel that challenged people to interact with him and to demonstrate their strength. This panel was located in strategic places, outside gyms, universities, schools and sports centers, places frequented by our target.
For the campaign we used 16 panels, Approximately 500 people measured their strength every day in each panel, for a total of approximately 28,000 interactions in the whole campaign.
After that people knew more about Nutrition Lab and the products it offers.